Advantage: FIU’s Graduate Programs, at the Sony Ericsson Open tennis tournament.

A record 316,267 fans attended the exciting Sony Ericsson Open tennis tournament held this spring at Crandon Park in Key Biscayne, Florida, and marketing messages from the Chapman Graduate School of Business at Florida International University (FIU) greeted the crowd.

In the park, advertising on big screens and beneath the scoreboards was part of every event as people were reminded to “Stop Dreaming” and get to work on their master’s degree in business at FIU.

The message to “Stop Dreaming” was prominently displayed.

Additionally, on two evenings of tournament action, representatives from the college gave a bag of FIU promotional items, such as sun screen and office supplies, to people as they entered the event. Each bag also contained a postcard with information about texting for a chance to win a $10,000 scholarship.

“We gave away 2,000 bags, and were able to interact with prospective students as well as alumni and friends of FIU,” said Luis Casas, director of marketing, communications and recruiting for the College of Business Administration.

Andres Cavada, receptionist, Chapman Graduate School, helped hand out promotional items.

Also on the two nights, the college awarded premium seat upgrades to a lucky couple attending the tournament. At center court, Casas and Executive Dean Joyce J. Elam presented the winners with a sports bag of prizes while the tournament announcer told the thousands of attendees about upgrading their careers with a master’s degree in business from FIU.

Two attendees who won upgraded seats, with Joyce J. Elam and Luis Casas at center court

“This tournament had an abundance of our target group: professionals between 25-30 years old,” Casas said. “Being positioned with other tournament sponsors such as BMW, Sony Ericsson and Grey Goose was an added bonus.”

“Stop Dreaming” message draws attention.

Research shows that the decision to go to graduate school is rarely an impulse move. Rather, the college graduate considers the possibility—but often gets “stuck” in just dreaming about the future.

The “Stop Dreaming” campaign speaks directly to the procrastinating potential student.

“This campaign, which appears on billboards, banners, bus wraps and other advertising vehicles, has elicited much discussion around campus and beyond,” Casas said. “It’s proving to be a creative way to break through the clutter of advertising and catch our target audience’s attention.”



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