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 University of Detroit Mercy

​Case Study

University of Detroit Mercy Bulletin in Detroit
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"I just wanted you to know that our Visit Day tomorrow is sold out. We received a record number of RSVPs and the best thing is we did not call anyone and we have usually done in the past. They saw the marketing materials on the street and contacted us! This tells me that the marketing we did is working. We've also achieved a strong spike in applications for the next year. And this is the third year we had increased enrollment. Thanks for your help and I look forward to seeing analytics after this fall run."


Explore Case Study in Detail
  • Highlights
  • Details
  • Rationale
  • Results

Highlights

Detroit Mercy is a Catholic college and many of their students come from Catholic high schools. We fenced a 2-3 mile radius around Catholic high schools in Metro Detroit in order to reach students, parents and influencers (who are dropping kids off, attending sporting events, concerts, parent/teacher meetings), and teachers and counselors, as they decide and help young people decide where to go to college. Detroit Mercy used mobile along with traditional and digital outdoor as primary advertising vehicles.


 

Details

The objective of the campaign was to reach high school students, teachers, parents, and influencers to drive them to the University of Detroit Mercy website as they are considering their future.

Rational

University of Detroit Mercy loved the idea of the priming effect Outdoor has for their brand along with the easy access that mobile offers to their website—the link is one click away!

Results

"I just wanted you to know that our Visit Day tomorrow is sold out. We received a record number of RSVPs and the best thing is we did not call anyone and we have usually done in the past. They saw the marketing materials on the street and contacted us! This tells me that the marketing we did is working. We've also achieved a strong spike in applications for the next year. And this is the third year we had increased enrollment. Thanks for your help and I look forward to seeing analytics after this fall run."


 
-Gary Erwin, Associate Vice President, Marketing & Public Affairs
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