Why the University of North Dakota? Why would you choose to attend a college in
North Dakota? What does the University of North Dakota do to rise above the thousands of
other schools out there? These are the questions President Mark Kennedy addressed in the
article “Standing out in a sea of sameness” released this week.
Using BarkleyREI to assist with the Universities digital advertising campaign, the need
for understanding the why’s, where addressed. Without understanding why students choose to
attend UND and major in English vs attending the University of Minnesota and majoring in
English, the advertising campaign will not be successful. The challenge President Kennedy set
for the Department Chairs was define what makes each program here at the University one
step better than taking it at another institution.
Our textbook talks about Values and Lifestyle segmenting. This research methodology
classifies publics not just by demographics but also by psychographics or attitudes, beliefs and
lifestyles. The Values and lifestyle segmenting categories have been used extensively in
advertising and marketing to segment and tailor messages to specific target publics. I think this
defines the path President Kennedy and Chris Herring, the director of digital marketing for