The Baker Orange

‘Baker Builds’ campaign shows university pride

Courtesy+of+Baker+University.
Courtesy of Baker University.

Courtesy of Baker University.

Courtesy of Baker University.

Story by Lily Stephens, Writer

Hang on for a minute...we're trying to find some more stories you might like.


Email This Story






The Department of Marketing and Communications has launched the “Baker Builds” marketing campaign to revamp Baker University’s image.

“The genesis of it was trying to figure out a campaign that appropriately described each of our four schools,” Director of Marketing and Communications Chris Smith said. “That’s a challenge sometimes. We have different products (and) different locations at each one of our four schools.”

Baker’s four schools are the School of Nursing, School of Education, School of Professional and Graduate Studies and the School of Arts and Sciences.

The Baker marketing team distributed the campaign through a variety of outlets, including television commercials, one featuring a male lead and another with a female lead. Other outlets included traditional radio, search-and-display digital advertising and print materials. The campaign also added something new to the department, IP targeting and geo-fencing, which focus on highly targeted areas where marketers know prospective students have an interest in Baker. Banner and display ads are then shown on their devices.

The campaign went through a process Smith called “the truth and transformation exercise.” The largest part of the exercise was a series of focus groups with students from all four campuses along with alumni, current faculty, former faculty and administrators.

The focus groups discovered that while at Baker “people go through a personal transformation,” Smith said.

“The alumni are really the crux of the campaign because it gives that aspirant mentality that ‘this is what I can become after Baker builds me,’” Smith said.

While the numbers are still coming in, Smith believes that the large freshman and transfer class is a representation of the campaign’s success. Smith also measures the success by the number of recommendations he receives from staff, alumni and administrators for people to be featured on future marketing material.

When first gathering students and alumni models to represent Baker on the advertisements, the marketing department went through past photo shoots and selected pictures.

Madison Haefke is featured on the ad for the Department of Music and Theatre with the script below her reading “Baker Builds Showstoppers.”

“I found out when I saw a giant picture of myself that was bigger than my actual face,” Haefke said, “I was a little embarrassed, but I was really flattered, too, because I’ve been a part of the music department for four years. It was a really special honor.”

Junior Brittney Diehm, who works in the Department of Marketing and Communications office, got to witness the campaign come to fruition over the summer.

“I saw Taylor Shuck’s work on the postcard,” Diehm said, “The other interns and I gave her feedback.” Shuck is a marketing and communications coordinator.

The campaign is still growing.

“We will increase volume again starting this month as high school seniors are making their choice on where to go to college,” Smith said.

The campaign will continue to be used for this coming school year, and once the official numbers come back, the marketing department will review its effectiveness.

About the Writer
Lily Stephens, Multimedia Editor
Lily Stephens is a junior public relations major. She has a passion for reporting and creating. Currently she is the Multimedia Editor for the Baker Orange and the Baker University soccer program’s media manager. Lily is from Snohomish, Washington, and enjoys writing and drinking coffee in her free time.
Navigate Right
Navigate Left
  • ‘Baker Builds’ campaign shows university pride

    News

    Remembering Jeremy Portlock

  • ‘Baker Builds’ campaign shows university pride

    News

    Universities attempt to implement ‘free speech zones’

  • ‘Baker Builds’ campaign shows university pride

    News

    Ocean cleanup begins this month

  • ‘Baker Builds’ campaign shows university pride

    News

    Russell obtains dean position

  • ‘Baker Builds’ campaign shows university pride

    News

    Fraternity recruitment changes set in place

  • ‘Baker Builds’ campaign shows university pride

    News

    New issue of the Watershed features student work

  • ‘Baker Builds’ campaign shows university pride

    News

    BRäV advocates for change on campus

  • ‘Baker Builds’ campaign shows university pride

    News

    Pride displayed through drag show

  • ‘Baker Builds’ campaign shows university pride

    News

    Dance class offered in the fall of 2018

  • ‘Baker Builds’ campaign shows university pride

    News

    Baker launches Forever Orange campaign