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

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Tina Starr is the Chief Executive Officer of Choozle, where she guides the company’s strategic direction, operational excellence, and long-term growth. With more than 15 years of experience in marketing, media, and technology, she is known for aligning teams around clear priorities, elevating performance standards, and delivering measurable outcomes for brands and agencies.

Before becoming CEO, Tina served as Executive Vice President of Revenue. She unified Sales, Account Management, and Media Solutions into a single integrated organization designed to improve performance, strengthen client relationships, and drive sustainable growth. She advanced Choozle’s market position by championing transparency, improving inventory quality, and expanding access to advanced measurement, enabling clients to connect investments to real business impact. She also built a deeper leadership bench and supported the advancement of women into senior roles.

Earlier, Tina served as Vice President of Account Management and Strategy, where she developed scalable programs, improved campaign execution, and led teams that consistently delivered stronger retention, revenue growth, and client outcomes. Before joining Choozle, she held senior roles at Next Step and HumanDesign and contributed to Google’s Premier Partner Program, shaping standards that influenced the broader performance marketing industry.

Tina is a collaborative and data-informed leader who combines strategic clarity with operational rigor. She mentors emerging leaders through Upnotch and DECA and has supported organizations such as the American Cancer Society, Habitat for Humanity, and Alpha Chi Omega. As CEO, she leads Choozle with a people-first mindset, ensuring that technology strengthens expertise and enables the company’s next era of innovation and customer-focused growth.