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Billboard Advertising Campaign
A woman with dark glasses and a pensive look implores you to invest wisely in your life. She’s not real, but her message resonates. She’s actually a figment of Joe Locher’s imagination, of advertising agency Lyrical, and Advantage Media Services for Alverno College. (Locher’s daughter is an alum of the university.) The campaign debuted in April and has caught the public’s eye at bus stations, on billboards and at the Intermodal Station. International female artists worked off Locher’s concept to represent “strong women” – an idea used for a previous Alverno marketing push. The school credits that 2004-08 effort with a 24 percent increase in undergraduate enrollment.

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