Mercy College

Goal:

To create and execute an ongoing media strategy that would help establish Mercy College as the top choice for an affordable, New York, private school education by increasing;

• Awareness for the College
• Request for Information (RFIs) submissions
• Student Applications

Strategy:

A sophisticated, online and offline media strategy was launched with hyper-local targeting around the College’s main campus locations:

• Audience-targeted, programmatic display, social, mobile, native and pre-roll video ads were served to custom audiences for delivery efficiency.
• Geo-targeting, hyper-local digital display ads were sent to mobile phones and computers of feeder and competitor schools.
• Outdoor billboards near campus locations created the perception of a major integrated advertising campaign.
• Broadcast TV ads were implemented for expanded reach and awareness.
• Pandora and terrestrial Radio ads were used to help promote Open House events.
• Bus Kings and Railroad Car Ads were used to target the school’s high commuter population.