Taking a risk in online communications

Kettering University has approached its online communications the right way: instead of targeting alumni perceptions when preparing its online recruitment material, it has commissioned School Daze, a flash cartoon (like it was drawn by kindergardeners) aimed at undecided high school students. It's irreverent and engaging, and the script is lighthearted and amusing. It even appeals to Area 51 and Belltower conspiracy buffs!

In