St. Vincent College video plays on Times Square billboard
Among the hustle and bustle of Times Square in New York City, some Latrobe-area visitors may recognize the familiar image of the St. Vincent Basilica if they gaze upon the bright lights on 42nd Street.
St. Vincent College has produced a 10-second video that began playing on an electronic billboard there on Dec. 16.
“The opportunity was offered to us, and we took advantage of it,” said Suzanne Wilcox English, vice president of marketing and communications.
The clip will play once per hour through most of the day, or 1,620 times, through March 31 on the CBS eye billboard between Seventh and Eighth avenues, across from the Times Square subway station, English said.
The video shows images of students in the laboratories at the college and dressed in commencement gowns.
It is meant to showcase the 1,800-student Benedictine institution in Unity as a nationally ranked liberal arts college, English said.
“It just represents academic challenges and success that we take pride in,” she said.
She would not disclose the cost of the ad, but said the visibility of the video is a part of long-term plans for St. Vincent.
“Our strategic plan does call for greater diversity and we're doing that in various ways,” English said.
The ad may not be focused enough to reach potential students, but would definitely increase the name recognition for the college, said Audrey Guskey, professor of marketing at Duquesne University.
“To advertise in Times Square, that's just cool,” she said. “That has such a coolness factor,” which can be broadcast through St. Vincent's own social media and internal communications to potential students considering the college, as well as current students and alumni, Guskey added.
In addition, the college is hosting a reception for its New York City area alumni on Jan. 9.
Ads like the 10-second video, which could reach up to 1.5 million people every day, cost a pretty penny, but with the right opportunity the college could benefit, Guskey said.
“Maybe they got a really good deal, maybe they want to try something different,” she said.
St. Vincent has been extending its reach, including advertising in Ft. Lauderdale once Spirit Airlines began flights to the Florida city from Arnold Palmer Regional Airport in 2011.
With the second-largest freshman class this fall at 477 students, English said there are no plans to balloon student numbers and risk losing the current academic atmosphere.
“We don't want to grow a great deal because part of what St. Vincent offers is very hands-on, personal instruction,” she said.
Guskey said an ad in Times Square could get lost among all the other messages and noise in the city hub, especially on New Year's Eve.
But that could boost the college's recognition outside the Pittsburgh region, she said.
“The time of year is perfect,” Guskey said.
Stacey Federoff is a staff writer for Trib Total Media. She can be reached at 724-836-6660 or email@example.com.
Show commenting policy
TribLive commenting policy
You are solely responsible for your comments and by using TribLive.com you agree to our Terms of Service.
We moderate comments. Our goal is to provide substantive commentary for a general readership. By screening submissions, we provide a space where readers can share intelligent and informed commentary that enhances the quality of our news and information.
While most comments will be posted if they are on-topic and not abusive, moderating decisions are subjective. We will make them as carefully and consistently as we can. Because of the volume of reader comments, we cannot review individual moderation decisions with readers.
We value thoughtful comments representing a range of views that make their point quickly and politely. We make an effort to protect discussions from repeated comments either by the same reader or different readers.
We follow the same standards for taste as the daily newspaper. A few things we won't tolerate: personal attacks, obscenity, vulgarity, profanity (including expletives and letters followed by dashes), commercial promotion, impersonations, incoherence, proselytizing and SHOUTING. Don't include URLs to Web sites.
We do not edit comments. They are either approved or deleted. We reserve the right to edit a comment that is quoted or excerpted in an article. In this case, we may fix spelling and punctuation.
We welcome strong opinions and criticism of our work, but we don't want comments to become bogged down with discussions of our policies and we will moderate accordingly.
We appreciate it when readers and people quoted in articles or blog posts point out errors of fact or emphasis and will investigate all assertions. But these suggestions should be sent via e-mail. To avoid distracting other readers, we won't publish comments that suggest a correction. Instead, corrections will be made in a blog post or in an article.