began a major new marketing initiative in 2010. However, one element of
the campaign was a holdover from NU's past marketing efforts: the
program continued its marketing strategy with Sports Illustrated by
again purchasing full-page
creative in the S.I. College Football Preview
Issue. The 2010 ad appears on page 61 of the Midwest/Plains
regional edition, the page right before the beginning of the Top 25
Scouting Reports. As in the past annual issues, the NU page is
the only such ad in the magazine.
As it has since 2007, the marketing department has wisely made Coach
Fitzgerald the centerpiece of its message. However, the creative
is consistent with the new 2010 campaign. The ad drops the 2009
mentions of social media (Facebook and Twitter). And the ad
features the "Chicago's Big Ten Team" slogan by including the city
The following image is a scaled-down version of the print copy.
...and here is part of the online copy for the 2010 campaign.