Client Profile

Bridgewater State University

Bridgewater State University is a comprehensive teaching university located in Southeastern Massachusetts committed to educating students across the Commonwealth and to using its intellectual, scientific and technological resources to support and advance the economic and cultural life of the region.

"RMG has been the right partner to meet our institutional marketing/enrollment goals. They have years of marketing experience which is a tremendous asset, but I also appreciate their willingness to constantly stay abreast of all the new tactics and continually changing digital platforms. Whether I want to get into the weeds or simply need an overview, Anne and her team are always eager to dive in. They have been great teammates demonstrating that they are as invested in our success as we are.”
Amy Barnes
Director of Marketing, Bridgewater State University

Campaign Objectives

As Bridgewater State University’s media agency of record, Richardson Media Group planned and implemented a multi-platform, multi-audience media buy including digital media tactics such as Meta, Mobile In-App, TikTok, YouTube, Spotify and Retargeting as well as traditional media like broadcast television, terrestrial radio and outdoor billboards. We blended tactics together reaching a diverse range of target audiences to lift the university’s brand and achieve its lead conversion goals.

Campaign Outcomes

Richardson Media Group tracked the delivery of more than 79 million impressions per year across undergraduate, graduate, transfer, influencer, and program-specific campaigns. The addition of video ads in 2023 enhanced the university’s exposure to undergraduate and graduate audiences, with a special emphasis on welcoming LGBTQ+ students, first-generation college students and adult learners to the BSU campus. Paid social channels such as TikTok and YouTube performed especially well with Gen Z audiences who were evaluating the pros and cons of investing in a college education.

  • Over 79 million impressions delivered annually
  • Combination of digital and traditional media tactics
  • Video ads on YouTube and TikTok boosted engagement
  • Audiences included LGBTQ+, first-generation college and adult learners
  • Conversions measured contact form fills, phone calls and video views

Would You Like Your Success Story Profiled Here?