So far, our “Recruiting Students” blog series has covered the building blocks and step-by-step process of creating a successful student recruitment campaign. We’ve also looked at best practices for college recruitment and innovative ways to increase enrollment. Today we’re sharing five real world examples of recent successful student recruitment marketing campaigns.
Florida State University College of Business’s Higher Education Targeting Campaign
Objective:
Florida State University College of Business was looking to drive additional traffic to their website and increase applications to their Masters of Business Analytics Program.
Strategy:
To deliver on awareness and enrollment goals, MSS Media, Inc. devised a full-funnel digital and campus marketing strategy. Using branding and engagement as key objectives for the campaign, we utilized both campus outdoor signage and digital, location specific geo-targeted advertisements in the vicinity of specific campuses throughout the state of Florida.
Executed:
- Campaign Positioning
- Campus Marketing
- Out-of-Home Advertising
- Posters
- Digital Advertising
- Geotargeting
Results:
As a result of our successful integrated advertising campaign, 1M+ impressions were delivered.
+ See the top five campus advertising strategies for college recruitment.
Johns Hopkins University School of Engineering’s Higher Education Marketing Campaign
Objective:
Johns Hopkins University School of Engineering wanted to create awareness of their online Biomedical Engineering course for high school students, as well as increase applications for enrollment in this course.
Strategy:
To deliver their goals, we created a digital campaign to build awareness (reach) and drive enrollment (leads) among a targeted audience of high school students, as well as their parents.
We recommended a paid social media campaign strategy incorporating both a brand awareness campaign and a lead generating campaign to drive measurable results.
Executed:
- Digital Advertising
- Campus Marketing
- Social Advertising
- Mobile Marketing
Results:
Johns Hopkins University’s campaign success was evident by the vast volume of website traffic and lead forms completed. We delivered 200K+ impressions, 2K+ clicks to learn more, and 156 completed lead forms.
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+ Learn how digital marketing tactics drive successful college recruitment.
Farmingdale State College’s Higher Education Marketing Campaign
Objective:
Farmingdale State College (FSC) hosts an annual open house on-campus each year. Due to the COVD-19 pandemic, they had to quickly pivot the on-campus event to a virtual one. Although the event plans had changed, the goals remained the same - to build broad awareness of the event to help drive event registration and attendance.
Strategy:
To optimize results with a limited window of time, MSS Media, Inc. created a robust digital campaign across various platforms - Google Search, YouTube, Facebook, and Instagram. Targeting measures included high school students and their parents, as well as prospective transfer students from local community colleges. Using multiple digital touchpoints layered with demographic profile targeting, we successfully delivered the reach and engagement metrics the client desired.
Executed:
- Campus Marketing
- Out-of-Home Advertising
- Digital Advertising
- Social Advertising
- Search
- Display
- YouTube
Results:
Farmingdale’s campaign success was evident by the number of impressions, clicks, and engagement across all platforms. From Google Search and Video we received 370K+ impressions, 93K video views, and 649 clicks. Our social campaign garnered 235K+ impressions, 942 clicks, and 1.2K engagements.
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+ See 3 key digital marketing solutions for increasing student enrollment.
University of Houston College of Nursing’s Enrollment Campaign
Objective::
University of Houston College of Nursing was looking to increase applications for their Second Degree Bachelor of Science in Nursing (BSN) program while increasing attendance of information sessions for their Master of Science in Nursing program.
Strategy:
Using geo-targeting digital mobile technology, MSS Media, Inc. echoed the outdoor signage messaging placed strategically throughout the Houston market. The billboard messaging
brought brand awareness to key higher education neighborhoods while the mobile advertisements further drew the viewers’ attention and actions.
"If you build it, you may still need Google AdWords."
- JENNIFER MESENBRINK
Executed:
- Digital Advertising
- Mobile Marketing
- Campus Marketing
- Strategic Media Buying and Planning
Results:
The University of Houston College of Nursing experienced record high RSVPs for the BSN information session and Master of Science in Nursing program enrollment for the 2017-2018 school year.
+ Learn our 3 stage process to develop marketing goals for student recruitment.
University of Central Florida’s Alcohol Prevention and Health Center’s Awareness Campaign
Objective:
University of Central Florida’s Alcohol Prevention and Health Center was looking to build awareness around alcohol abuse and the prevention, treatment, and recovery programming available to students.
Strategy:
To deliver on the communication goals of the department, MSS Media, Inc. devised a campus focused outdoor marketing strategy focusing on highly trafficked locations and large format signage throughout the campus. The traditional out-of-home advertising materials were designed to capture the attention of Generation Z and Millennial students throughout the University of Central Florida campus.
Executed:
- Campaign Positioning
- Campus Out-of-Home
- Posters
Results:
As a result of our successful campus advertising campaign, 1M+ impressions were delivered.
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+ Learn more about how to engage Millennials and Gen Z when advertising.
See our complete guide: Recruiting Students – A Marketing Plan to Increase College Enrollment
Here at MSS Media Inc, we’ve been providing Education, Government, Real Estate & Lifestyle clients with succinct, optimized, and successful marketing solutions for more than 15 years. Consider MSS Media, Inc a full-service, one-stop shop for all your Media and Public Relations needs. Your goals are our motivation. And our mission is to propel your message, further and faster, to achieve the outcomes you’re looking for. If you found this blog post helpful, please share!
