The Adfluence Agency is creating a promotional ad campaign for the University of New Hampshire (UNH). The campaign will highlight the beauty of New England, student activities and organizations at UNH, the beautiful campus, and how Paul College students can personalize their education. The primary target market is high school juniors and seniors, and the secondary market is highly motivated students seeking to further their education. Survey data found that cost and location were major factors for students in choosing a college, as well as extracurricular activities and school spirit. The promotional video will focus on what is important to the target market by emphasizing New England, school spirit, and the quality of education through unique scenes and personal testimonials.

1. Haley Borcherding, Meagan Covey, Lauren Cox, Nikki Zahka
Adfluence Agency

2. Adfluence Agency

3. The Adfluence Agency looks to highlight these key points of emphasis in our promotional ad
campaign,
The beauty and benefits of living in New England
UNH offers a wide variety of clubs, organizations, and student
activities for students to be involved with
The beauty of UNH’s campus
Paul College students have ability to personalize their education
Give incoming students an inside look of new & exciting
experiences to come
Share the community feeling felt around this campus Adfluence Agency

4. Primary Target
Market: High
school juniors
and seniors
Secondary
Target Market:
Highly
motivated,
highly involved
students wanting
to further their
education
“Students who take pride in their educational future, value the
importance of furthering their education by earning degrees, and
who are driven to build a better future for themselves are the
students we are targeting with our promotional video”
Adfluence Agency

5. Adfluence Agency
PrimaryData SecondaryData
#myPaulCollege Survey
https://www.surveymonkey.com/s.as
px?PREVIEW_MODE=DO_NOT_U
SE_THIS_LINK_FOR_COLLECTIO
N&sm=rv3zh03_2Bg0KAiqmJiHOm
M93fdzEVKlRGOWlF3QtvMHg_3D
*Given to a group of high school students in Burlington, MA

6. Adfluence Agency
Cost was a determining factor in where
students chose or plan to attend college
Location was also a big factor in that decision
- New England weather, proximity to a city,
location of campus itself
Clubs, extra-curricular activities, & school
spirit were also listed as important
Top competitors were often listed as priority or
alternative choices to UNH
- Primarily Bentley, Bryant, Babson & Umass
What We Learned

7. Adfluence Agency
Focusingonwhatis importantto ourtargetmarket
Emphasizing the beauty and
excitement of New England
Showing off our
school spirit
Stressing the high quality
of education received

8. Adfluence Agency
 3 unique scenes
- Narrowing point of emphasis from New England,
to UNH, to Paul College
- Where you are  what school you attend 
what you are studying
 Upbeat, non-lyrical music
 Stopping power of scenes
 Locking power of personal testimonials & social media
involvement

9. Adfluence Agency
Introducing,

10. Highlights the beautyof
NewEngland
Adfluence Agency

11. Adfluence Agency
Today is a great day to be a wildcat Every day is a great day to be a wildcat

12. Adfluence Agency

13. Adfluence Agency

14. Thank you for your time
Adfluence Agency