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.
University of Pennsylvania Summer Program
Build awareness for the U Penn summer programs and increase student enrollment from targeted feeder schools.
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
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.