On September 25, 2017 the University of Rhode Island launched its fall recruitment advertising campaign.
The campaign features traditional television, and out-of-home billboards, with a completely refreshed digital ad campaign and brand new digital audio, digital video, search and social media ad campaign in order to reach our target audiences at every touch point; tv, in the car, on mobile, desktop, connected tv (Apple TV, Roku, etc.), social media (Facebook, Instagram, YouTube), contextual and behavioral pages and on Google search.
OBJECTIVE: The objective of the admission campaign media plan is to engage prospective students and their parents or influencers and inform them of our academic success at the University of Rhode Island and drive them to apply to the school with the intent to enroll. The secondary objective is to build pride with alumni in the primary markets.
STRATEGY: By showcasing various creative through an integrated media plan we will show prospective students and their parents or influencers why the University of Rhode Island is the right school for them, a great value and a pathway to a successful career. The campaign will enhance admission efforts in targeted markets.
TARGET AUDIENCES: High school juniors and seniors, mothers, fathers, and influencers of juniors and seniors in high school.
PRIMARY MARKETS: Greater New York City, Northern New Jersey, Southern New Jersey, Southeastern Pennsylvania, Northern Delaware and Chicago.
CREATIVE: All creative below was distributed in all primary markets listed above.
TIMING: The campaign will run from September 25, 2017 through November 24, 2017.
Television / Digital Video:
The television and digital video spots feature completely new creative that aligns with the admission viewbook messaging and our broader brand statement – “Study in a small, beautiful place with some of the biggest thinkers in the world.” Visuals feature faculty and student interaction, campus life, technology and innovation, global opportunities, athletics and our coastal shoreline. A mix of :15 and :30 second spots were developed with a voiceover for the television spot and a non-voiceover version for the digital spots. Each digital video links to a dedicated, interactive landing page where the user can “Explore” (links to admissions page) or “Apply Now” (links to the University of Rhode Island common app page). (:30 shown)
Television Media: Targeted morning broadcast TV in all markets and cable placements in the New York market with cable overflow viewing in Connecticut and New Jersey.
Digital Video Media: Included non-skippable placement throughout NBCUniversal properties across desktop, mobile, connected TV and video on demand (VOD). It also included outstream video which is served in contextually relevant environments; outlets included, business/finance, entertainment, food and drink, news, sports, science/tech, travel, lifestyle, education, and music.
More on Video: View the :15 and :30 at the following links.
:15 – https://www.youtube.com/watch?v=nkGG7cnAuXE
:30 – https://www.youtube.com/watch?v=hk342mEb6J0
Out of Home / Billboard:
The billboard features our “Think Big. We do.” copy with a vibrant image of a diverse group of students in a lab setting that visually represent our big thinking, on a global level.
Landing page for all digital assets (only branded shown.)
The landing page for all digital assets included a unique url and landing page featuring a moving image header and copy specific to each campaign. Below is an example of the branded landing page. All other campaign landing pages associated with this recruitment campaign may be found here: Branded, Harrington, CELS, Health Collaborative, Engineering, Student Life .
Digital Display Ads:
Digital display ads are served to our target audiences through contextual, behavioral and interest level browsing patterns. All display ads feature a call to action with an “Explore” button and link directly to the branded landing page. (9 versions created, three shown)
Digital Social Ads: Facebook, Instagram, YouTube
The social campaign is by far the most complex. The basics are below.
Six themes*:
- General URI Branded
- Harrington School
- Engineering
- CELS
- Health Collaborative
- Student Life
- Spirit
*Featured program themes were identified by the admission and enrollment management offices as opportunities for growth. Student Life and Spirit were two campaigns that focused on campus life but we tested different images in each for a/b testing on creative triggers for our audience.
Creative media for Facebook and Instagram:
Static ad: One image with post copy and call to action link to an associated landing page.
Carousel ad: Four images with post copy, image caption copy and call to action button “Learn More” with a link to an associated landing page.
Video ad: digital video branded creative with copy and call to action button.
Landing page link: Each social ad links to associated theme page (Branded, Harrington, CELS, Health Collaborative, Engineering, Student Life).
FACEBOOK CREATIVE FOR DESKTOP AND MOBILE: (only branded creative shown: static, carousel, video)
INSTAGRAM CREATIVE FOR DESKTOP AND MOBILE: (only branded creative shown: static, carousel, video)
TWITTER CREATIVE FOR DESKTOP AND MOBILE: (creative from all campaigns shown: all static.)
Please contact Heather Colby, Assistant Director, Brand Marketing and Advertising, with feedback. 401-874-7892 or hcolby@uri.edu.