1. METROPOLITAN COLLEGE OF NEW YORK
CASE STUDY
Target: Multicultural Non-traditional
Medium: OOH/Digital/Experiential
2. challenges
• New Facility opening in area with low visibility
• Facing high competition from colleges already
established in that area offering similar programs
• No lead time
– new facility slated to open within a few weeks of campaign flight
• Need for measurement tool for media buys
3. objectives
• Increase MCNY Brand visibility among local residents In
D3
South Bronx
– With a focus on the coveted 18-24 year old demographic
– Driving traffic to the open house to increase enrollment
• Promote scholarship opportunity offered by the school
to local residents
• Keep parents and students informed about the
available programs and benefits at MCNY
4. Slide 3
D3
Double check with Juan if this is actually true, I belive for MCNY the target is an older non traditional student.
D.Gutzmore, 6/28/2013
5. execution
Branded Commuter Vans Campaign
• Five fully branded vehicles with collateral available
inside
– Engaged local audience in immediate vicinity who are on the move
• Digital signage screens inside branded vehicles
displayed MCNY sponsored content
7. execution
Digital On-the-Go Campaign
• Created and managed Mobile App geared towards
target demo
• Target demo prompted to download app using SMS
Opt-in
– Prospect is locked into database and can receive updates from MCNY
at anytime via mobile phone
9. execution
Pick up Lunch Campaign
•
Reached out to working professionals and prospective students
and kept them acknowledged of available opportunities at
MCNY at lunch hour
– Human Services, CASAC, Healthcare Systems, Public Health
•
Coordinated a series of delivered lunches for staff at multiple
locations
– Lincoln Hospital, Social Service Centers, Mental Health Clinics,
Counseling Centers
•
Coordinated Presentation of available MCNY Programming
– Delivered by Admissions Personnel
– Extended Invitation to Open House Barbecue with each official
inquiry (Tear Card)
10. execution
MCNY Branded ‘Helado’ Carts
• Branded the cart’s four sides with MCNY
• Completed with a branded MCNY Cart Umbrella
• MCNY Branded Dixie Cups
11. execution
MCNY Branded Pizza Boxes
• Side pocket with MCNY Printed
Pamphlet-sized collateral
• Partnered with five most trafficked
pizza spots in immediate 149th St. & 8th
Ave vicinity
• Small lunch sized boxes
• MCNY Pamphlet inserts included
• Extended invitation to Open House
barbecue with each official inquiry
(Tear Card)
12. execution
Open House Cookout series
•
Opened to prospective students and their families an
opportunities to meet and greet MCNY’s faculties and current
former students for three dates through out the summer
– Meet Admissions Counselors for Q&A
– Meet Financial Aide Councilors for advisement
– Location: Franz Sigel Park or Saint Mary’s Park
•
•
Served Family Games & Entertainment
Meet Financial Aid Councilors for advisement
13. execution
Grassroots Marketing with Bronx’s Unique Tastemakers
• Contacted Church Pastors and beauty salon owners and
solicited their help to recruit their customers &
congregation for important educational series
• Distributed MCNY course / programming collateral
• Engrained MCNY as the community’s educator
• Conducted Monthly Educational Seminars
– College for Single Parents
– Is Language a Barrier to attaining Higher Education?
– Can I work and go to school full time?
15. execution
MCNY. It’s In the Bag Campaign
• Partnered with 5 local supermarket
locations
• Targeted working mothers while shopping
• Offered Green Bags because it is often reused, and is great for residual branding
– Shoe bags to carry “work” heels
– MCNY pamphlet inserts included
• Extended invitation to Open House
barbecue with each official inquiry
16. execution
MCNY on the Handball Court
• Targeted weekend warriors
• MCNY Branded Handballs and Handball Wall Mural
17. execution
• Partnered with Work Force One
• Targeted Under-qualified Job Market
• MCNY Career Training Course
– Interview Tactics, Selling your self skills, Resume Makeover,
Career Counseling, Job Skills Development
• Introduced MCNY Degree Programs
• Distributed MCNY Branded Interview Portfolios
– MCNY Pamphlet inserts included
– Extended Invitation to Open House Barbecue with each official
inquiry (Tear Card)
18. evaluation
• Increased enrollment rate at Bronx campus
– 60 students in Spring Semester
– 20 Students in Summer Semester
– 120 Students in Fall Semester
• Achieved 4652 new visitors to Mobile Website
– Increased 76%
• 150 Target demo opt-in to SMS database
• Distributed $1500 Merit Scholarship
