"Expert and celebrity appeal is not a new advertising strategy," admits Kristy Tucciarone, Professor and Program Manager, Advertising and Public Relations at Lindenwood University.
In her C&U article "Star Power: Elevating Prospective Student Interest through Expert and Celebrity Endorsements," Tucciarone concludes that athletes, experts and celebrities can help colleges and universities tell their stories--and help get the attention of students, Tucciarone's study found.
Using focus group interviews, the study revealed that millennials:
- Believe that experts and celebrities are ideal spokespersons for their alma maters.
- “Follow” expert and celebrity endorsers because they are relevant to their personality and lifestyle.
- Gravitate toward messages within integrated media campaigns that feature the expert or the celebrity’s personal collegiate journey.
Inspiring, familiar figures such as celebrities appeal to millennials and help penetrate their advertising-saturated environment. "Showcasing expert and celebrity alumni in college advertising can garner prospective students’ attention to the extent of spurring their college search," writes Tucciarone.
For details and the full implications of the study, read Volume 91, Issue 1 of College & University, which also includes features on international freshman performance and at-risk students’ transition to college. Feature authors include: Terri Ward, Jonathan Jacobs, and Roger J. Thompson, University of Oregon; and Michael S. Knievel, University of Wyoming.
Also in this issue are Forum articles on topics including: financial aid; investing in undergraduate research in the registrar’s office; moving from an administrator to professor; student recruitment in a decentralized environment; and several book reviews.
For more information, or to submit a manuscript, please contact Managing Editor Heather Zimar at heatherz@aacrao.org.