UIndy plates get mileage
The University of Indianapolis Alumni Association is increasing its marketing efforts to sell more Greyhound license plates in 2011.
The increase in marketing was planned in the summer of 2010 and launched in January 2011. The reason for the increase was to raise awareness of the plates, according to Gary Abell, marketing director at the Bureau of Motor Vehicles.
“We’re really excited about this. This is the first year we’ve done this,” Abell said, “And UIndy has been one of the leaders in this initiative.”
Greyhound plates are available at any Indiana BMV branch and can be given to anyone with a car registered in Indiana. However, UIndy alumni who do not have cars plated in Indiana are ineligible to purchase the license plate.
“It’s always been open to any person. Alumni just have a vested nature in the pride of their university,” said Monica Woods, executive director of the UIndy Alumni Association.
Woods is the primary marketer and director for the UIndy Group Recognition License Plate Program. She also co-markets the program with Greyhound Athletics and the Annual Fund.
According to Andy Kocher, director of development, the program was spearheaded by Alumni Relations and has existed for the past 15 years.
“It’s been a very successful program from the beginning,” Woods said.
As part of an increased marketing campaign, ads for the plates are placed in UIndy’s alumni magazine, Portico. Prior plateholders get a renewal postcard, and faculty and staff also get e-mail reminders to renew their plates. A section of the BMV’s Web site is designated to show the Greyhound plate and has a hyperlink for renewal.
The UIndy Alumni Association also has partnered with the Hubler Automotive Group to promote more plates at 13 central Indiana Hubler Automotive locations.
“It’s not just a pride factor,” said Woods. “It’s also a cost-efficient marketing opportunity for the university.”
The increase of 218 plates sold in 2011 is the result of marketing and other efforts made by the alumni board to increase UIndy publicity and awareness of the license plate design.
Woods considers the plates to be “a walking, talking billboard for the university” throughout Indiana.
A portion of the revenue generated from plate sales goes back to student programming through the Student Alumni Association, which uses the money to help fund activities for the student body.
The plates cost an extra $40. Of that money, $25 go to UIndy and $15 go to the BMV, according to Abell. The money that goes to the BMV covers printing the plate, as well as additional technical costs.
“It’s a great way for us to get some extra publicity and marketing,” Kocher said. “It’s a great program, and one we hope continues to succeed.”
