Questions and Answers

Q. Why does the University feel like it needs a marketing initiative/ad campaign?

A. We have an ambitious, exciting goal to become one of the top three public research universities in the world. To accomplish this, we need the support from the University community, our alumni and all Minnesotans. Recent studies show that people understand and value the U's education mission, but don't fully understand and appreciate its unique role as the state's only public research university. This role is vital to the state's health, well-being and economy, and we have an obligation to help people better understand it.

Q. What is the Driven to Discover initiative all about?

A. At the University of Minnesota, the need to discover is part of our collective DNA, and everyday we celebrate amazing life-changing discoveries through our teaching, research and service. The idea of Driven to Discover came to life through hundreds of conversations with the University community. While Driven to Discover is being highlighted now through a marketing initiative, it's really a movement that will continue to define the University for years to come.

Q. What is the ultimate goal of the marketing initiative?

A. We want the U of M community and the public to understand and embrace our strategic goal of becoming one of the top three public research universities in the world.

Q. How does being among the top public research universities benefit the state of Minnesota and its residents?

A. Minnesota's economy and quality of life are directly linked to the quality of its only research university. Being in the top three will benefit the University's students, faculty and stakeholders, and the entire state by strengthening the quality of the University's education, research and public service.

Q. Why does the University of Minnesota need advertising?

A. Our market survey showed that Minnesotans aren't well informed about the University's research and benefits, and we decided to launch a comprehensive branding and marketing initiative to help get that information out in ways that resonate with our stakeholders. We hired OLSON, a Minneapolis-based independent agency, to help us with that initiative.

Q. Who are the people in the ads?

A. Most of the people in the ads are Minnesotans, representing all walks of life and various regions of the state, asking an intriguing question.

Q. What makes the ad campaign so innovative?

A. The campaign showcases some of the U's amazing searches and discoveries in unique, unexpected ways—including a concept we're calling Search TV.

The 60-second TV spots begin with a person asking a question. At the end of the question, a branded University of Minnesota search bar appears and promises results in 15 seconds. Next, an actual local TV news promotion airs with the branded search bar appearing over the promo. After the promo spot has ended and the searching is complete, a University professor who is currently researching the topic appears with an answer to the original question.

In addition to the television ads, the campaign will consist of newspaper ads, radio spots, billboards, sidewalk graphics and Web banners. All the marketing components encourage Minnesotans to participate in the U's discovery process by submitting their single greatest question at www.umn.edu.