Out-of-the-box thinking
Sometimes reaching your audience requires going beyond the confines of traditional advertising and marketing channels. To make a more personal connection to prospective students, we appealed to them using experiential marketing.
This experiential mall take-over executed during school vacation week was packed with fun activities, free swag, and social media photo backdrops. It was manned by PSU upperclassmen who took the opportunity to encourage undecided high school seniors to visit campus and take the next steps toward a PSU education.
This experiential mall take-over executed during school vacation week was packed with fun activities, free swag, and social media photo backdrops. It was manned by PSU upperclassmen who took the opportunity to encourage undecided high school seniors to visit campus and take the next steps toward a PSU education.
Multi channel regional advertising
Our research showed that many prospective students wanted to live on a school campus that felt safe and was far enough from home to make them feel independent without being in another state. "You don't have to go far to push yourself far" and "It's the closest faraway place" were messages I developed to speak to those potential students. These messages provided the framework for creative that inspired a sense of adventure and discovery
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Targeting the right students
Media MixLimited production budget doesn't always take TV out of the mix. Video and audio gets more play online than broadcast so it makes sense to create videos. We got creative by mixing in still photography and reusing footage from the PSU’s video vault to get a lot of bang the money spent.
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