October 26, 2015

Cleveland State entices new students with ballpark ad

By Beck Raspe

Cleveland State University paid $30,000 for an advertisement that appeared on the backstop at Progressive Field during a four-game series between the Cleveland Indians and the Minnesota Twins from Sept. 28 to Oct. 1.

The expenditure is part of a $1.5 million advertising budget approved by the board of trustees for advertising within the present academic year.

According to Robert Spademan, chief marketing officer at Cleveland State, the advertising outlay is an attempt to reach more potential students, including sports fans, before high schoolers start applying to colleges for the fall semester.

“Sports is certainly an area that we want to reach people,” Spademan said. “Because the games are broadcasted on ‘SportsTime Ohio,’ it helps bring broad awareness in a very competitive marketplace.”

According to Spademan, this is just one small piece of a larger plan. Cleveland State also advertises locally, for example, on the concourses at Cleveland Hopkins Airport, to bring in students traveling with families from other states.

Recently, the university reported that the 2015 freshman class is the largest class in Cleveland State history. Spademan credited the success partially to their marketing and advertising ventures.

“We’re just trying to amplify the noise surrounding Cleveland State,” Spademan said. “Advertising locally, regionally and nationally helps us do that.”

At this time, Cleveland State has not made a long-term commitment to Progressive Field.

“Buys are made on a year-to- to-year basis,” Spademan said. “There is no long-term contract. You have a chance to look at the numbers, the big scheme of things.”

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