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.
REPUTATION Campaign
In Spring 2025, RMG’s media team was retained by Bridgewater State University to plan, implement and manage a full-scale Awareness campaign designed to encourage Boston-area business leaders, government officials and public sector decision makers to consider hiring BSU graduates. We named it the “Reputation” campaign to acknowledge that its messaging was deliberately crafted to change public perceptions about BSU’s identity in relation to other, potentially more competitive, Boston-based institutes of higher education.
Campaign GOALS + Outcomes
RMG prepared a carefully curated media plan that mixed traditional and digital media platforms to deliver messaging focused on the following campaign goals:
- Boost awareness of BSU as a competitive institution of higher education
- Encourage public and private sector hiring managers to consider BSU grads
- Generate excitement about BSU’s academic programs for existing and prospective students
Blending traditional vehicles like terrestrial radio and broadcast television along with digital assets such as streaming video and audio allowed us to reach audiences across the broader Boston DMA with high-energy, visually-pleasing messages. Ads achieved maximum impression delivery potential and garnered optimimum engagement across target audience personas.
Campaign Numbers at-A-Glance
- 70.6 million impressions delivered over 6 months
- +14.7 million bonus impressions negotiated by RMG
- 3,249 total audio and video spots across Boston DMA
High impression delivery campaigns like the Reputation Campaign are carefully designed to lift awareness of a brand across multiple target audiences. In BSU’s case, we sought to cut through the noise and make sure the university was the loudest voice in the marketplace to gain the attention of our primary and secondary targets. Soon after the campaign launched, school leadership and staff reported hearing a noticeable amount of feedback from all around the Boston community. Comments shared included kudos on such a powerful and positive message and surprise to see BSU step up against other universities around the Boston market who are more often associated with graduating top-tier talent. The whole campaign became an awakening of sorts for Bridgewater State and one that has continued to drive interest in the institution to this day.