Long Island Ad Agency LoBo & Petrocine Utilizes Subway Domination Campaign for Monroe College
Melville, NY, May 18, 2009 – In an effort to recruit more college students in an increasingly competitive marketplace, LoBo & Petrocine, the Melville-based marketing communications firm, and its client, Monroe College, are taking over subway cars, stations and buses throughout the metropolitan New York area with a highly innovative and very targeted out-of-home advertising campaign.
"Our research showed that a large percentage of Monroe College students are heavy users of subways and buses," stated LoBo & Petrocine President Russ Petrocine, "so our objective is to be as visible as possible on public transportation. In many cases, this has meant making "domination" buys to enhance our visibility."
"Monroe College really challenged us to find innovative ways to make a greater impact in this media," continued Mr. Petrocine. "They wanted to try new approaches to reach their audience and never hesitated when an opportunity presented itself. So working with our media partners, we explored, developed and were first to launch several new and creative out-of-home media applications."
At LoBo’s direction, Monroe was the first college to take advantage of CBS Outdoor’s "Brand Train" Program, where an advertiser purchases all of the signage on one side of 10% of the subway cars throughout the subway system.
The agency then tested Titan Outdoor’s "Michelangelo" concept, where advertising is placed on the interior ceiling of city buses. Monroe was the second advertiser to try this, following only the NYPD.
Again working with CBS Outdoor, LoBo and Monroe were the first advertisers to try a "station domination" program outside of Manhattan. At selected subway stations, Monroe bought 100% of the available advertising inventory in the station.
When CBS Outdoor began offering advertising on the exterior of local subway trains, once again LoBo and Monroe College were the first to recognize the potential and jumped on the opportunity.
"It’s all about putting our eggs in a more concentrated basket," said Mr. Petrocine. "By dominating select spatial areas where our target audience is every day, we are making Monroe College top-of-mind in areas that are important to the school. So far, our out-of-home campaign is doing an excellent job of promoting Monroe’s Associate, Bachelor, MBA and online degree programs." Mr. Petrocine added, "Our out-of-home efforts really show prospective students who regularly ride the subways how extensive an education Monroe College offers."
Monroe College has been providing a career-focused quality education for over 75 years. With over 7,000 students, Monroe has campuses in the Bronx and New Rochelle. They also offer degrees through their Online Program.
Headquartered in Melville, NY, LoBo & Petrocine Marketing Communications was founded in 2003 by partners Russ Petrocine, Lou Lopriore and Rick Bodamer. With gross billings currently in excess of $14 million, the agency does work for a wide range of clients in education, finance, healthcare, natural nutrition, hospitality, the automotive industry and more.