Marketing – UT Aquatics Center

I love seeing new ways of effective marketing, especially on a large scale. An example I’ve seen lately is the brand new outdoor/indoor aquatics complex here at the University of Texas.

Two buildings were demolished to make room for this structure in the epicenter of the UT campus. It serves absolutely no educational purpose and will probably distract students from school….yet it will make the UT campus education level go up.

UT Austin has become one of the most desirable colleges in Texas, causing record numbers of applications. They have cut the number of admitted students each semester, yet are getting more and more applications. Demand is way up and supply is down.

Because of this, UT is getting phenomenally difficult to get in. The increased competition is allowing only very well qualified students into the college. To further increase this demand and therefore caliber of students, UT Austin has created this additional ‘fun’ feature to the campus.

The complex was just finished and officially opened. It has a 12 lane lap pool, a giant hot tub, a “beach” pool and a volleyball pool. There is also a cafe and tons of lounge chairs. When potential freshman come for tours, this should definitely impress them.

Removing books from libraries, putting coffee shops everywhere, adding new resturaunts, free transportation to 6th Street and now a giant aquatic center in the middle of campus….it’s a brilliant way to increase competition for UT admission.

I could learn a thing or two from this method of indirect advertising as I am rolling out some new businesses in 2006. I’ve already come up with some indirect ways to advertise. This is sort of like the free videos and pictures on House Of Most people will view them and leave, but some will actually stay and buy something.

Just something to keep in mind!

Blog posted on: November 23, 2005

13 comments on “Marketing – UT Aquatics Center

  1. Maxim

    You have a problem with certificates on the House Of Rave website. I’m using FireFox. All certificates expired on 9/28, and even if I “ignore”, I can’t proceed with checkout.

  2. Anonymous

    What you’re talking about is looking at what customers(frequently, incorrectly, referred to as students) desire and then delivering while actually improving your bottom line. It’s a sure guarantee to success but it requires the ability to bridge generational gaps. Generally CEOs(frequently, incorrectly, referred to as presidents) are older men who are not only older but staunchly conservative.

  3. Walker

    Take a look at books about “The Experience Economy” or “Experiential Marketing”. That should get you rolling!

  4. Andreas Climent

    That pool looks great, this form of advertising certainly works on me. I would deffinitivley put UT Austin high on my list just because of features like this one. Offcourse, provided that they are good in all other ways too.

  5. Anonymous

    Does UT still automatically accept applicants who were in the top 20% of their high school class?

    That rule makes no sense to me…

  6. Anonymous

    Interesting post, Nev.

    At my school,The George Washington University, there’s currently a debate raging about how the school should use a large lot of empty, prime real estate in downtown Washington DC that was formerly occupied by the university hospital.

    After much alleged deliberation, the school has decided to use the land for mixed-use business purposes, with no academic or dorm facilities whatsoever. This has drawn considerable criticism by some community memembers, students, and faculty, but the school argues that the revenue generated by developing the site for private business use will fund the improvement and construction of buildings all over the rest of the campus.

    Observing the business-like functions of universities can be very interesting.

  7. David

    You have a problem with certificates on the House Of Rave website. I’m using FireFox. All certificates expired on 9/28, and even if I “ignore”, I can’t proceed with checkout.

  8. Anonymous

    UT claims to accept the top 10% of students, but really, it’s the entire UT system accepts the top 10%. This includes not only UT Austin, but also all other UT tributary schools in places like San Antonio (UTSA), El Paso (UTEP), Dallas (UTD), and all the rest. This means that they MIGHT put you into UT, but you also have about a 50% chance of ending up at another school instead. Upon making perfect grades, you will probably get granted a transfer if you apply. However, whether or not you get accepted to the real deal is also dependant upon the incoming graduates and on which school you are applying to. What a crock, huh? But UT is great nonetheless :D


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