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However, a song or sound that sticks in a prospective student’s mind can set a positive emotional flag as the time for school selection approaches.
Commercial use of song licenses is commonplace in advertising, but it is uncharted territory for many universities and colleges. Phillips said it was new to Apollo LTD as well. The band has licensed their music to ABC, NBC, ESPN, Lowe’s, and AT&T, but Baylor’s offer, made through the band’s record label, came as a surprise, he said. Also new was an agreement to perform for students in Waco, which Apollo LTD made on Tuesday to kick off the week’s homecoming events. A spring performance is also being discussed.
“We’ve done a lot of college shows over the years, but we’ve never been so closely involved with the marketing and promotion of this school,” said Phillips. “It’s pretty new to us. This particular relationship is different. “
The huge success of “Sunday Morning Feeling†may mean something else for Baylor and listeners, who associate his optimistic energy with the university.
“This song is already more than the background music for a commercial,” said Cook. “People are looking for something positive.”
That includes, it turns out, Baylor’s head of marketing, who incorporated the song into his morning workout playlist.
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