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.