Network TV, National Advertising, Breakfast Food Boost UConn

UConn is making a splash these days in some unfamiliar places. Think iconic stadium, all the news that’s fit to print, and cereal– all of which have headlined the state’s flagship university in recent days. This past Saturday, the Huskies football team played Army at Yankee Stadium – the University’s first appearance at the ballpark in the Bronx.  While UConn came up short on the scoreboard, the game was competitive and offered the school visibility in the New York metropolitan area and on CBS Sports Network, which televised the game. 

Fans who happened to be reading the print edition of The New York Times on Friday may be been surprised to see a full-page ad promoting the university.  The ad touted the university’s “unprecedented moves to unleash the solutions of tomorrow,” specifically highlighting a $3.6 billion investment in additive manufacturing, gnomic medicine and cybersecurity, the hiring of 300 faculty in fields including cognitive science human rights and intellectual inquiry, and recruiting 6,500 additional students to “lead their generation in addressing the most important challenges of our time.”

The ad was a one-time placement strategically timed to several significant events happening in New York City, including the Army-UConn game, an alumni gathering, and a meeting of the UConn Foundation board.  UConn has a very active and robust alumni network in New York City and the region, officials noted.

The ad was purchased at a negotiated rate and ran not only in New York City, but nationwide in The Times. It was paid for with funds from the university’s marketing budget (approximately $43,000) and private dollars (approximately $10,000), specifically designated by donors to elevate the University through advertising.  The UConn tagline, “Innovation unleashed,” was included in the ad, which featured text reading “Dear UConn, Thank you.  Sincerely, The Future.” Total average print circulation for The New York Times for Monday-Friday was 680,905, as of March 2014.

For those who read their morning paper with a bowl of cereal – there’s more UConn to come.

Just arriving on the market is a new, limited edition Husky Heroes cereal.  “The one and only cereal to honor both the UConn Women’s and Men’s National Championship basketball teams,” according to a newly launched website, is a honey nut toasted oat cereal and comes in a 14 oz. box.  Basketball coaches Geno Auriemma and Kevin Ollie are each featured on the commemorative cereal box, which is sold in a two-pack. 

Marketed by Pittsburgh-based PLB Marketing, described as the “premier source for athlete-endorsed, quality food products,” there is a limited edition of 25,000 boxes being produced.  The company also is currently promoting Miggy’s Salsa, with a likeness of Detroit Tigers star Miguel Cabrera, Fastball Bars, a chewy chocolate chip granola bar featuring his teammate Justin Verlander, and Gronk Flakes, featuring New England Patriots’ tight end Rob Gronkowski.

The Husky Heroes cereal is available on-line at www.huskyhereoscereal.com, with delivery anticipated later this month.  The price is $14.97 for a two-box set, plus UPS shipping charge of $9.95, for a total of $24.92. The cereal is officially licensed by UConn through the university’s licensing agency, the Collegiate Licensing Company.  The university receives a standard 12 percent royalty on sales of all licensed products bearing UConn trademarks.

In addition to web purchases, the cereal will be distributed locally in the coming weeks to some Connecticut retail locations by Bozzuto’s (retailers to be announced).  It will also be sold at the UConn Coop.  For those inclined to stock up early, bulk orders of 500 boxes are eligible for special pricing directly from PLB.  Advance sales are just underway, and as of Monday afternoon there were 24,848 boxes remaining.