The “at least we aren’t quite failing” school.

I found this article in the OWH today.  

DES MOINES, Iowa (AP) — Drake University’s new marketing campaign that features a “D+” logo is getting a failing grade from some faculty, students and alumni.

They say it’s offensive and embarrassing and tarnishes the university’s reputation.

Leaders at the Des Moines school say regardless of how people react, they are reacting and that’s what they wanted to accomplish.

The Des Moines Register reported Friday that Drake hired Cedar Rapids-based company to help develop the new “Drake Advantage” recruitment campaign. The university recently unveiled it to prospective students through brochures and its website.

Drake spokesman Tom Delahunt says while the “D+” comes across as a grade at first glance, it’s meant to represent all the opportunities Drake offers students.

 Notice the most important words in that last sentence.  “at first glance”  In the world of advertizing, first glance is the most important point.  Does it catch people’s attention, does it evoke the response we want to create, does it make people want to take a closer look?

Talk about a bad marketing decision.  It is as bad as the “O” campaign for advertising Omaha.

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