Georgetown University

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Georgetown University

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WE INCREASED AWARENESS AND ENROLLEMENT FOR GEORGETOWN UNIVERSITY SCS

Georgetown University School of Continuing Studies (SCS) wanted to build awareness in the Washington DC area and reach their target audience of young professionals. OOH was added to their strategic media plan to keep the school top-of-mind and increase enrollment across the city.

INSIGHTS

RESULTS

36%

Lift in website visits year-over-year

27%

Overall increase in number of admitted students

11 %

Increase in students accepted year-over-year

SOURCE: GEORGETOWN UNIVERSITY SCHOOL OF CONTINUING STUDIES AND DMI INC

DISCLAIMER: OF COURSE, THE RESULT OF ANY CASE STUDY ARE SPECIFIC TO ITS FACTS. WE CAN’T GUARANTEE THAT ANY OTHER CAMPAIGN WILL DRIVE SIMILAR RESULTS, INCLUDING INCREASED TRAFFIC, END-USER ACTIVITY (CLICK-THROUGH OR SECONDARY-ACTION RATES), OR REVENUE.

STRATEGY & TACTICS

THE FACTS

Strategically Placed

Georgetown University SCS wanted to reach their target audience throughout multiple touch-points during their day so they utilized Bike Share, Ultra Super Kings and Digital Liveboards in the Metrorail.

Target Audience

To reach the working professional millennial audience, the school placed OOH across key neighborhoods in Washington DC where they lived and worked.

Creative Excellence

The “All Georgetown” slogan was used to showcase its mission of a more accessible Georgetown education for students of all backgrounds, flexibility of its program formats, and the convenience of its downtown location for students that prefer on-campus classes. The school wanted a tone that was modern, casual, and approachable.

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