UH Libraries-School of Communication Project Wins AwardThis year, the Texas Library Association presented the University of Houston Libraries with its Branding Iron Award for Print Media Advertising. The advertising campaign was designed by a UH advertising student as a class assignment in her junior year.
The campaign was launched after focus groups showed that many students are no longer aware that their library employs subject specialists for every academic discipline at UH. The UH Libraries approached advertising professor Larry Kelley about using this problem as a case study in the Principles of Advertising classes, which he coordinates.
Fifteen student groups enrolled in three classes created distinct advertising campaigns, and each workgroup competed to win the contract. The students conducted market research, then used the data to create print, electronic and guerrilla campaigns. The advertising campaigns were also graded and served as the students’ final project.
The library administrators selected the "Librarians are a Life Saver" campaign, which was designed by a group in Rosario Laudicina’s class. The team leader, Tiffany Wagner, acquired licensed images and designed four campaign graphics during the summer. Her campaign uses the theme of water sports and leisure activities to illustrate the benefits of seeking assistance from librarians.