Temple University.
Challenge.
Balance Temple University’s dual initiatives of driving admissions, which primarily come from the Philadelphia DMA, and their desire to expand their profile in markets outside of the region.
Process.
Work closely with the client to identify potential markets for growth using both first and third party research. Then determine KPIs to measure the impact from new geography once in markets with campaigns.
Approach.
Establish Temple as Philadelphia’s University and as a leader in innovation. Given a limited budget for outer-market branding, MSM recommended unique ways to brand Temple in select markets with out-of-home and digital tactics. In Washington DC, which was a primary focus, interactive digital bus shelters were used that allowed Temple to tell unique innovation stories, and large events like Phillies-Nationals season openers were targeted with large screens that also included a digital geo-fence for mobile targeting. In other outer-markets, digital bulletins and paid social were used to quickly target markets, such as Baltimore, Chicago, Dallas and West Palm Beach, when Philadelphia was in the news for positive stories in order to connect Temple and the city together.
Results.
Temple saw significant growth in visitation from each of the targeted outer-markets during the campaign timeframes (Washington DC +27%; Baltimore +34%; Chicago +73%; Dallas +40%; West Palm Beach +134%).
62
in visitation