Case Study

University of Pennsylvania

Overview

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The University of Pennsylvania offers a summer education program to students enrolled outside of its undergraduate school. The program offers a diverse academic curriculum so students can transfer back these class credits to their primary university. Its challenge each year is to recruit highly qualified new students to this program.The U Penn marketing team engaged OnCampus for the past several years to help plan and execute their recruiting plan. Through a collaborative process, OnCampus developed a media plan to reach undergraduate students at local Philadelphia colleges and other leading national universities.

Client

University of Pennsylvania
Summer Program

Goal

Build awareness for the U Penn summer programs and increase student enrollment from targeted feeder schools.

Media

OnCampus developed a multi-tiered media campaign that delivered a different level of media coverage at each school based on the school’s enrollment. The media mix included a combination of traditional and digital strategies:

  • Bulletin board posters
  • Print and free-standing inserts in college newspapers
  • Online banner display advertising on college newspaper websites

Results

The most recent campaign delivered over 380,000 online impressions, 4,800 bulletin board posters, 37 half-page full-color print ads and 80,000 free standing inserts in the college newspapers. OnCampus continues to represent U Penn with their annual recruiting campaigns.

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