CASE STUDY

Penn University of Pennsylvania

When it comes to higher education, there are a lot of options available to incoming students. Marketers tasked with driving student registrations face the challenge of staying top-of-mind while students consider their options. OnCampus Advertising, a college marketing and media services firm, leveraged digital advertising campaigns using location-based targeting for the University of Pennsylvania to drive registrations and overcome this challenge.

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THE OBJECTIVE

Target incoming students who had previously visited the school

Leverage geoframing targeting to reach specific feeder schools

Raise awareness among specific target audiences to stay top-of-mind

THE SOLUTION

OnCampus Advertising was looking to leverage digital advertising campaigns for the University of Pennsylvania in order to drive student registrations. Their solution was to launch a campaign using geoframing to target incoming students who previously visited the school as well as students attending specific feeder schools.

Focused on staying top-of-mind with their key demographics, they used their geoframed audiences along with mobile device targeting to build brand awareness while students weighed their options. These strategies also allowed them to maximize ad spend while targeting specific feeder schools by filtering out faculty and staff with an age range of 18-24 and only reaching potential incoming students.

The overall campaign achieved a .12% click-through rate with an average CPM of $3.40 and CPC of $2.77. More importantly, OnCampus Advertising raised brand awareness for the University of Pennsylvania and increased student registrations.

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KEY RESULTS

.12%

CTR

$3.40

average CPM

$2.77

average CPC

Our team of digital media experts are here to meet you where you are on your digital journey. Whether you’re looking to leverage our self-service platform or managed services, we’re ready to chat about your Display, CTV, Native, Audio, Video, DOOH, Search or Social advertising needs.

Tina Starr is the Executive Vice President of Revenue at Choozle, where she oversees the Account Management, Media Solutions, and Sales teams. She brings over 15 years of experience in marketing and advertising, with deep expertise in performance strategy, client success, and revenue leadership. Her integrated approach drives client retention, long-term growth, and a consultative service model that connects marketing efforts to measurable business outcomes.

Previously, Tina served as Vice President of Account Management and Strategy, where she built scalable programs, led high-performing teams, and strengthened Choozle’s approach to campaign execution and strategic planning. She is known for aligning cross-functional teams and delivering results through data-driven decision-making and trusted client partnerships.

She plays a key role in shaping Choozle’s go-to-market strategy and brings a collaborative, outcomes-focused mindset to every initiative.