WVU officials have decided to run an ad titled, "If you want to see where the world is going, follow WVU."
The television ad was produced in-house by the video division of the WVU University Relations department and aired throughout the football season.
But the university also is branching out beyond the television time to promote the school.
The school paid for a full-page ad in the Orange Bowl program, and WVU President Jim Clements has submitted a column to the Miami Herald promoting the school as an evolving land-grant university.
Clements was part of a team of school leaders, including Provost Michele Wheatly and directors of the WVU Alumni Association and Foundation, who have been in the Miami area this week in an effort to promote the school in the days around the game.
There were major fan events were scheduled in the 36 hours leading to the game.
That included a reception for alumni, donors and friends sponsored by the WVU Alumni Association at the Clevelander Hotel on South Beach, which was followed with a pep rally with The Pride of West Virginia marching band and WVU cheerleaders. Country music singer Travis Tritt also performed for fans during the event.
The Alumni Association is also sponsoring a "Chalk Talk" luncheon at the InterContinental Miami hotel at 11 a.m. today.
The $65-per-plate event will allow fans to mingle with former Mountaineer players, including Pat White and Steve Slaton. Former Clemson coach and WVU alumnus Terry Bowden will be the guest speaker at the luncheon.
Lofstead said Clements and other university representatives will attend those events to build relationships with donors, as well as aid in recruiting faculty and students.
Social media specialists on staff at WVU will be updating the university's Twitter feeds and Facebook pages with photos and information from the bowl site all day long.
Lofstead said she couldn't give an exact figure for how much the school planned to spend on marketing activities during the game because university staff members who could compile those figures were on vacation this week.
But she said money for events like this are included in the school's budget each year.
"In our overall marketing budget, we have funds for major events and activities like a BCS bowl that have large, broad, diverse audiences and provide a national forum," she said.
Contact writer Jared Hunt at jared.h...@dailymail.com or 304-348-5148.