Worcester State University
Worcester State University is a public institution of higher education founded in 1874. Our team’s marketing efforts have focused on promoting WSU as an affordable and high quality educational option with opportunities for hands-on research, effective career preparation, a vibrant city and campus life and a diverse student population.
The 2018-19 advertising campaign was designed to raise awareness of Worcester State University as a cost-effective and competitive higher educational option and to drive undergraduate and transfer student admissions. Media outlets were selected to showcase advertising directed to three target audience personas: prospective students, influencers and transfer students. Geographic targets included Worcester and Boston metro areas to capture both commuter and residential applicants. In addition to the primary recruitment campaign, we have assembled and implemented several smaller media plans, including one targeting Worcester-area business owners to promote the school’s Center for Business and Industry. Another plan scheduled to launch in July 2019 focuses on two of WSU’s Master degree programs, the Master in Public Administration and Policy and Master in Policy Management. A combination of digital advertising and regional public radio underwriting are being used for these shorter duration campaigns.
The primary recruitment media plan called for a combination of traditional and digital media elements, including online and mobile display, re-targeting, paid search, paid social, as well as OOH, radio, and print vehicles.
A balanced buy between digital media vehicles and traditional media outlets supported continued growth in both undergraduate and transfer student applications over the past academic recruitment cycle. Ads delivered over 11.5 million targeted gross impressions, achieving lead form conversion goals while driving audiences to dedicated landing pages containing content aligned with the advertising campaign.