Buffalo State College Names Media Logic

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Buffalo State College in western New York has named Media Logic as its advertising agency on an account of undisclosed billings.

Half a dozen agencies, both local and national, competed for the institution's account. A local design firm previously handled recruitment materials for Buffalo State, the largest four-year college in the State University of New York system.

"Initially it's a branding and positioning assignment, and ultimately it will be a recruiting assignment," said Randy Burge, vice president and management supervisor at Media Logic, Albany, NY.

Services offered by the agency include strategic planning, research, brand development, recruitment strategy and advertising.

The agency will start with focus groups of current students, alumni and faculty. Based on the findings, it will consider advertising on television and billboards as well as through direct mail and print.

Burge said his agency will target high school students in the Greater Buffalo area and other markets outside the state. New York City also will be a big focus.

Buffalo State has more than 120 undergraduate and 30 graduate arts and sciences programs. It launched in 1871 as Buffalo Normal school and in 1948 became part of the State University of New York system.

"Basically, the perception of the college doesn't match the reality," Burge said. "They have programs that are great, but they haven't got the message out to the right target, and they haven't formulated the right message."

Founded in 1984, Media Logic is a full-service agency whose clients include Visa, Ross University, Balchem Corp., St. Peter's Health Care Services, Trans World Entertainment, Rensselaer Polytechnic Institute and MVP Health Plan. Billings last year were $46 million.

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