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October 3, 2022

UMPI deploys bold imagery to bolster recruitment in new campaign

poster with person and machinery and words Courtesy / University of Maine at Presque Isle Multi-layered imagery in bright colors, as seen with this GIS student, is designed to catch the attention of potential recruits.

The University of Maine at Presque Isle launched a new ad campaign today that uses bright colors, student stories and the tagline “Expect the unexpected” in an effort to bolster recruitment.

The message is intended to showcase elements that set the campus apart, the university’s president, Ray Rice, said in a news release. 

“Embedded in the campaign is the notion that you can find great things in the most unexpected places, and that is most certainly the case at UMPI — a small, public university in northern Maine that is constantly innovating, believes deeply in personalized learning, and was the first in Maine to offer a comprehensive program to provide free and significantly reduced tuition for eligible Maine families,” Rice said.

Recurring campaign themes include innovation, personalization and affordability.

In 2017, UMPI established a program that provides free and significantly reduced tuition for eligible Maine students through two awards. 

• UMPI’s Free for Four Award is for full-time, Pell Grant eligible students from Maine, both first-time and transfer students, and covers the annual cost of tuition and fees through grant and scholarship funds — a savings of nearly $8,000 per year. 

• UMPI’s For Maine Families Award is for full-time, non Pell eligible Maine students and reduces tuition and fees by $3,900 or more through financial aid grants and scholarships. 

The goal of the awards is to help Maine students finish their college degree in four years and pay a fraction of what they would otherwise pay. 

In addition to those themes, the campaign features a number of visual elements, including duo-tone images and photo subjects spotlighted by colorful circles. The word “expect” is in gold and is arranged to interplay with the photo subjects.

Student stories are also included through the university’s online viewbook and its “Expct the unexpected” video.

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