TCU’s institutional advertising is an integrated, strategically planned campaign consisting of a variety of media including print ads; local theater programs; bus signs and billboards; a national TV spot; radio; movie screen ads; mall displays; and social networking. The featured creative elements of the campaign include the Schieffer School of Journalism; Campus Commons and the 24/7 University Experience; Study Abroad; and the Energy Institute/Institute for Environmental Studies. The national TV spot features four 15-second spots, two of which will run together on each nationally televised football game. Another component of the national TV spot is a behind-the-scenes documentary on the making of the commercial. TCU students participated and Red Productions, owned and operated by alumni, produced and directed the spot. A new aspect of the advertising campaign includes social media activities, focusing around the launch of new creative in October through the football season. The social media activities include postings on Facebook and Twitter, where comments and feedback will be encouraged. The national TV spots and the documentary are also featured on TCU’s YouTube page. The entire advertising campaign, including stories about each of the featured areas of the campaign, are found here at www.ahead.tcu.edu.