The Lighter Side: Got Altitude?
Sunday, April 25th, 2010College campuses are often havens for some interesting advertising campaigns. Since most campus organizations have a market limited to those who visit campus, there is a variety of creative and cost-effective ways to reach a large percentage of campus. We have all had the mass e-mails, seen the flyers and, of course, diligently read the Lehigh daily announcements.
However, all those methods have become quite mundane by now. Things only get interesting once organizations become increasingly desperate for attendance. Campus “chalking” is perhaps the most common example. To most, there is a certain loss of respect for those who get down on their knees right in the middle of University walkway to spread a message. Is Asian Pacific American Culture Heritage Month Kickoff, or any other chalked advertisement really that important?
Recently though, desperation has been taken to a new level. Cue the Office of Student Leadership and their Altitude Leadership Conference. The conference is “student run,” and costs $50 for a full day of conferences in scenic… Bethlehem. Really, it is mind-boggling that they are so desperate for attendees, but it is the case. How desperate are they? Well, the best way to judge that is through their marketing techniques.
Over the past week, 24” by 12” posters have made their way into every classroom on campus. Yes, every single one of them. The assault on classrooms on campus sets a curious precedent. Classrooms primarily serve as places where students are educated, and advertisements certainly counter-act that purpose. Fortunately, our friends in Leadership Lehigh seem dead-set on bucking such an archaic ideal about something as trivial as “learning.”
Indeed, classroom advertisements are welcome for those students who look to do anything but pay attention in class. With Leadership Lehigh’s bold steps, classrooms no longer need to direct focus on the professor. By this time next year, students can be mesmerized by the 12-foot banner over the chalkboard reminding them to attend the Vagina Monologues instead of listening to their professor drone on about “numbers, theories, and crap” as one anonymous student put it.
While the verdict is still out on Leadership Lehigh’s most controversial advertising technique, some of their other methods have produced interesting results. Personally, I have received no less than eleven e-mails already reminding me to apply for the conference. It was not until the fifth one that I updated my spam filter to catch anything containing both “Altitude” and “Leadership.” It was one of my best decisions of the week.
In addition to classroom posters and mass e-mails, there seem to be a literally endless supply of desktop flyers floating around. We have found some of them in some bizarre places, quite a testament to the advertising masterminds within Leadership Lehigh and the Office of Student Leadership. Check out some of our favorite flyer locations on page 22.
Leading by example, Leadership Lehigh has informed us that the best way to provide the campus with meaningful programming is to provide best in class advertising. Posters? Colored and glossy. Flyers? Too many to count. Website? Produced by Lehigh’s International Multimedia Resource Center.
And that brings us to the Altitude web site. The conference promises to help “participants summit the many faces of the leadership mountain throughout the day.” What does that even mean? Beats me. But it clearly goes along with the theme of “Branching Out: Growing Within and Outside of Your Organization.” It’s almost as if they didn’t realize that logically their theme could just be replaced by one word: Growing. But, if my years in Leadership Lehigh taught me anything, it’s that there’s no reason to do something in one simple step (or word, in this case) when you can do it in nine convoluted ones.
Most of us, as mortal Lehigh students, simply are not able to comprehend a lot of this complex leadership jargon. According to one expert though, their web site’s two-paragraph overview comes to us in colloquial English as: “We are people with no real credentials who are going to reuse ambiguous leadership jargon until you believe that we believe that we know what we are talking about. Please send us money to support our cause.”
As Altitude continues to search for enough victims…err…attendees to offset the significant cost of the event, they have provided a great example of desperation advertising that the rest of us would do well to never repeat for the sake of both ourselves and everyone around us.


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