CHALLENGE: Promote the merging of Thomas Jefferson University Center City and Philadelphia University East Falls and the new opportunities it brings to the adult learner population seeking continuing education, and increase admissions to their Continuing Education classes.

SOLUTION: Metro developed an integrated marketing campaign that combined the power of print, digital and outdoor advertising for maximum impact. In the paper, TJU ran ads in high-impact premium positions. Premium promoters distributed the paper on April 15 and helped spread the message about an upcoming information session. On the digital side, TJU ran a metro.us homepage takeover as well as a run of site ad. MetroX extended TJU’s digital reach with a programmatic campaign consisting of run of network, premium news and retargeting, allowing TJU to reach even more people across a variety of websites and mobile apps.

TIMING: Feb-June

OUTCOME: The client was very pleased with the results of their Metro advertising. The print campaign achieved an estimated reach of 3.3 million adults 18+ in Greater Philadelphia, while the digital campaign generated approximately 616,000 additional impressions.

RESULTS: 8.1 million gross impressions delivered

CAMPAIGN CONSISTED OF:

• GEOGRAPHY: Philadelphia DMA
• PRINT: cover 1+2, J-unit ads, back page, half page, native article
• STREET: scripted and outfitted premium promoters
• DIGITAL: MetroX, metro.us homepage takeover

Source: Nielsen Scarborough 2017-18 R2.

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