Over a decade-plus partnership, utilizing broad-based, high-visibility media, we helped turn Monroe College in The Bronx and New Rochelle into one of the most recognized colleges in New York, doubling enrollment in the process. But the impact of gainful employment measures by the government forced the college to rethink who and how to recruit for admissions. A new, more targeted approach was needed to grow stronger potential applicant pools without losing the brand equity built over many years.
The agency began building an intricate digital tracking matrix that allowed Monroe to pinpoint prospects across a variety of criteria, including demographic, student type, degree interest, prior education, neighborhood zip code, lifestyle, behavioral and more. While overall brand messaging stayed consistent, different student types now received personalized messaging relevant to their educational needs and life situations. As digital banners, keyword search, social media content and mobile advertising replaced older, less trackable media, the agency was able to generate weekly reports and make adjustments to the schedule in real time, thus maximizing dollars and efficiency.
Monroe College’s student body has continued to increase. Careful allocation of digital resources has maintained an efficient cost per enrollment. Broader brand awareness has been maintained through careful placement in NYC subways and high profile TV. Most importantly, Monroe College has diversified its student body. They now recruit from over 35 countries and are ever-expanding undergraduate, graduate and online degree offerings. Washington Monthly Magazine recently named Monroe’s dynamic graduate school as “Top 100 Master’s Universities in the U.S.”
• Media planning & placement
• SEO/SEM services
• Out-of-home & digital marketing
• Direct response
• Social media messaging & placement
• Direct mail & brochures
• Measurement and analytics audit
• Marketing research