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Kean University has Keen Interest in How to Pronounce Name
Date: October 20, 2017
Kean University has launched a $313,000 advertising campaign to set the record straight on the pronunciation of its name.
Getting the name right is important to brands. Aflac Insurance has branded their company with a memorable duck pronouncing its name. Nutella has the correct pronunciation of its name in its FAQ section.
Now, Kean University is spending over $313,000 to make sure you say its name right. (It's cane, not keen.)
The public university has strategically placed 10, 48-foot wide, reminders on billboards above the heads of drivers on highways in New Jersey, Delaware and Philadelphia.
"New Jerseyans who remember Gov. [Thomas] Kean of course know how to say it," Kean's media relations director, Margaret McCorry, said. "A lot of the kids are much younger than that, so we realized we had to help people learn, also while having fun with it."
The billboard, a part of the university's recruitment efforts, tells students that it is the most comprehensive and affordable university in the state. The billboards are located across various interstates and highways.
Tuition and fees for Kean are $11,897. They fall right between Montclair State University, whose tuition and fees are $12,112, and New Jersey City University at $11,430.
Students like senior Monica Sudfield noticed when Kean University posted a picture of the billboard on its Instagram page this morning.
"A lot of my friends who don't live locally or attend Kean automatically assume the pronunciation is 'keen,'" Sudfield said. "I think the billboard is a good, creative way to correct this misinterpretation and mispronunciation."
The billboard campaign will run until the end of June.
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