How much of an impact does advertising in association media really have? Sometimes, more than we even can imagine. In January 2009, Naylor produced the Intensive English USA directory, a survey of U.S. colleges and universities, for the Institute of International Education (IIE ). On the association’s shipping list was the U.S. consulate in The Republic of Cameroon in central and western Africa. That’s how Nasser Daoua saw a ¼-page advertisement in the directory placed by Manhattanville College in Purchase, N.Y.; the ad inspired him to enroll in the school.
“The ad listed many advantages of studying at Manhattanville College,”says Daoua. “It has an English Language learning center, the city is easy to get around and the school has a long history and a large number of international students.”
Daoua’s new adventure at Manhattanville College easily can be traced back to Naylor’s Ad Sales Account Executive Jeff Bunkin, who facilitated the college’s purchase of the ad in IIE ’s Intensive English USA directory.
“It’s a simple matter of math. Annual fees at Manhattanville College are $43,000+ per year, with one enrollment to a four-year program, the school reaps an economic impact of $172,000 – all thanks to a $500 ad,” says Bunkin.
Day after day, Naylor helps associations not only reach members and potential members but inspire these members in great ways. Just ask Nasser Daoua. “Everything in the ad was true,” he says.
