The Big 12 Conference this week launched a three-year marketing campaign that uses its member institutions' athletic visibility to promote academic research and achievements. The campaign includes a website and individual public service announcements for Big 12 universities during nationally televised conference football games. In conjunction with football media days next summer (a sort of preview of the teams and season to come), the Big 12 will host "the first in a series" of scholastic conferences, featuring faculty, students and graduates from the universities.
“When considered collectively, Big 12 universities educate more than 293,000 students annually, giving them the skills and knowledge to contribute to a better workforce, build stronger communities and tackle local and global challenges,” Burns Hargis, president of Oklahoma State University and chairman of the Big 12 Conference Board of Directors, said in a statement. “This campaign is our opportunity to celebrate the significance of that mission while showcasing the vibrancy of our conference-wide academics – as evidenced by the unique accomplishments of each school.”