Got this in email today, glad CU is going on the marketing offensive:
I want to provide you with advanced notice of an issue I will address in my monthly electronic newsletter, which will distribute this week. CU is preparing to launch a significant marketing campaign aimed at elevating our four campuses.
I think of the work you do as CU Advocates as earned marketing. You engage with the university at events, you use the knowledge you gain as an Advocate to promote CU to your circles of influence, you influence public opinion and elected officials. I appreciate all that you do for us. You are a valuable asset to CU. We do various other forms of earned marketing, ranging from speaking and writing I do to CU for Colorado, which involves the nearly 300 academic, research and cultural programs CU provides in communities across Colorado that serve more than one million people each year in the state.
The marketing campaign will largely focus on paid advertising. Our goals to convey are: value and contributions of CU in Colorado and beyond; to make connections among the primary marketing efforts on our campuses; to advance our outreach and engagement, particularly fundraising; and to remind people we have four unique campuses making extraordinary contributions every day.
We are marketing because we have great stories to tell about CU and what we do for people in Colorado and beyond. We also face stiff competition, not only for top students, faculty and staff, donations, research funding and other resources, but also from traditional colleges and universities, for-profit schools and a surging number of online institutions.
Our creative concept is All Four:Colorado. It aims to promote that CU has four campuses that have a substantial impact on our communities and our state. It will have various creative executions tied to the work we do. For instance, you will see All Four:Innovation (highlighting our research strengths), All Four:Health Care (focusing on the clinical care we provide across the state); All Four

rogress (promoting our industry contributions and economic impact). You may have seen our 30-second TV commercial during the Broncos last preseason game or the CU Buffs opener.
You can also view it here. Be on the lookout for more CU marketing that will increase awareness of CU around the state.
The campaign will run through the fall until just before the holidays and then pick up again shortly after the new year and run through spring. We intend this to be a sustained effort over the coming years. Funding comes from initiative funds (interest earnings on CU investments used at my discretion), so no tuition dollars, donor contributions or state funds will be diverted to the effort.
As you saw from my last note to you, our naming of the University of Colorado A Line train to Denver International Airport and our advertising on the Flatiron Flyer on Highway 36 are also part of our effort to market CU.
I hope you’re as excited about this effort as I am. It will help us share all that’s great about CU and position ourselves well for the future.
I appreciate all you do as a CU Advocate and am proud of the program’s success. Thank you.
Please let me know if you have questions or feedback about the marketing campaign. You can contact me at
officeofthepresident@cu.edu.
Sincerely,
Bruce D. Benson
President