Eastern Michigan University launches next phase of TRUEMU marketing campaign, emphasizing "Be True to Yourself and Your Goals"

YPSILANTI “Be true to yourself” begins a new Eastern Michigan University television advertisement at the core of the University’s sixth evolution of its popular TRUEMU campaign encouraging prospective students to learn more about Eastern.

The 30-second “Be True” television commercial launched September 19 on major cable and broadcast television stations throughout southeastern Michigan. It emphasizes the many ways in which Eastern Michigan University students find their true calling and their path to successful careers, as well as highlighting the university’s outstanding academic quality, rich diversity and beautiful 800-acre campus.

The people highlighted in the commercial are all Eastern students, faculty and staff. The commercial can be found on the University’s YouTube channel.

In addition to the television ad, 45-second and one-minute radio commercials with similar “Be True” themes are being broadcast on radio stations throughout the area.

The campaign also includes an extensive outdoor presence with billboards along major area freeways and highways, and targets a wide range of digital and mobile media including display ads and video content.

“Capturing the distinct aspects of an Eastern Michigan University education and our students’ stories and reasons for selecting Eastern has been a major focus of the TRUEMU campaigns over the years,” said Walter Kraft, vice president for communications. “This latest iteration of the campaign continues to capture our students’ success in a visual and compelling manner.”

Visit the TRUEMU information page for the entire range of video and digital materials that are part of the campaign.

Enrollment gains

This fall, Eastern Michigan University enrolled the third largest entering freshman class in its 167-year history. The entering class continues Eastern’s momentum in recent years, in which the University has grown in enrollment in the face of declining demographic trends for high school seniors in the state of Michigan. Since fall 2010, when the University enrolled a total of 2,002 new freshmen, the entering class has grown by 39 percent. Complete details can be found on our enrollment page.

The class also displays solid academic preparation, further growth of The Honors College and in international students, and it spotlights the strong level of diversity to be found on Eastern’s campus. The enrollment also continues to reflect Eastern’s goal of aligning its academic programs with the state’s economic needs, a prime example of which is the RN2BSN online program for working nurses.

TRUEMU background

The TRUEMU campaign was initially launched in August 2011, featuring current students in TV, radio, billboard, print and online ads. Each year since then, the campaign has been reintroduced, with the focus on other key members of the University community. In 2012, the second TRUEMU campaign highlighted faculty “all-stars” on light-post banners and area highway billboards. The third campaign in 2013 featured successful Eastern alumni, recognizing their individual achievements. In 2014 faculty research was highlighted. The fifth campaign in 2015 highlighted students pursuing graduate degrees.

About Eastern Michigan University

Founded in 1849, Eastern is the second oldest university in Michigan. It currently serves 22,000 students pursuing undergraduate, graduate, specialist, doctoral and certificate degrees in the arts, sciences and professions. In all, more than 300 majors, minors and concentrations are delivered through the University's Colleges of Arts and Sciences; Business; Education; Health and Human Services; Technology, and its graduate school. EMU is regularly recognized by national publications for its excellence, diversity, and commitment to applied education. For more information about Eastern Michigan University, visit the university’s website. Eastern Michigan University is on Twitter (EMUNews and EMU_Swoop), on Facebook (EasternMichiganUniversity) and Snapchat (easternmichigan) for regular news updates and exclusive content.


September 19, 2016

Written by:
Walter Kraft

Media Contact:
Geoff Larcom