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 a seasoned marketing and advertising strategist with a proven track record in agency leadership and strategic account management. As Vice President of Account Management and Strategy, she leverages her expertise in performance marketing to drive results, build high-performing teams, and lead successful client initiatives across diverse industries.

Throughout her career, Tina has achieved notable success focusing on how to connect marketing efforts directly to measurable outcomes. Her leadership experience in various agency environments has allowed her to cultivate strong teams and foster a collaborative culture that encourages creativity and innovation.

Before stepping into leadership roles, Tina gained valuable experience in digital marketing, advertising, communications and brand strategy. This diverse background has equipped her with a comprehensive understanding of the marketing and advertising landscape, enabling her to navigate challenges effectively and deliver impactful results that drive business growth and enhance client success.