Boyden Hall at Bridgewater State University.
Bridgewater State University logo.
Bridgewater State University campus photo.

Client Profile

As the comprehensive teaching university of Southeastern Massachusetts, Bridgewater State University has a responsibility to educate the residents of Southeastern Massachusetts and the commonwealth, and to use its intellectual, scientific and technological resources to support and advance the economic and cultural life of the region and the state.

"RMG is a great partner in meeting our institutional marketing/enrollment goals. Anne and her team have years of experience, which is a tremendous asset, but I also appreciate their willingness to constantly stay on top of new tactics and platforms in the digital marketing arena. Whether I want to get into the weeds or simply need an overview, they're always eager to meet me where I’m at and dive in. I love talking about the array of paid media options available to us and it’s clear that RMG does, too!"

Campaign Objectives

RMG manages both digital media planning and buying and traditional advertising for Bridgewater State University. The result is a comprehensive, multi-platform media buy, incorporating digital media tactics such as Facebook Lead Generation, Mobile In-App, TikTok, YouTube, Spotify and Retargeting with traditional broadcast television, radio and print. Another element that straddles both digital and traditional worlds is OTT (Over The Top TV), also known as Connected TV. OTT offers BSU extra exposure via streaming video platforms across paid channels such as Hulu, YouTube TV, Amazon Prime, Roku and others that viewers access on their Smart TV devices. We are blending all of these tactics together to achieve the university’s brand awareness and lead conversion goals.

Media Plan

The Bridgewater State University overarching awareness campaign mixes digital vehicles such as paid social, mobile geofencing, OTT and retargeting with traditional elements like terrestrial radio and broadcast television.

Campaign Results

Media campaigns have achieved strong impression delivery encouraging audiences to “Go Beyond” by choosing a Bridgewater State education. Additional campaigns for Transfer Students, Continuing Studies, Graduate Programs, Cybersecurity and Photonics round out a comprehensive collection of degree programs being promoted by the university. Newly crafted videos have enhanced the fiscal 2023 campaign, focusing on welcoming LGBTQ+, first-generation college students and adult learners to the BSU campus. Incorporating paid social channels such as TikTok and YouTube into the campaign has allowed us to promote those inclusive messages to prospective students.