University of Maryland University College came to Metro to help promote the launch of a new online degree program in Philadelphia.
- Problem: Large state university was looking to launch an online-only degree program in a huge way, with Philadelphia as a test market. The plan included print, digital, outdoor, transit and television throughout the Philadelphia market starting in June.
- Solution: Metro came up with a program that allowed them to do Cover Wraps and high-impact premium positions, including Page 2/Page 3 spreads. As Philadelphia’s largest circulation daily newspaper (with exclusive distribution rights on SEPTA stations and platforms), Metro offered UMUC the perfect complement to their outdoor transit plan, which included platform billboards, station takeovers and bus wraps.
- Timing: Campaign ran daily with several ad units for the first month, with slightly lighter campaigns July-September.
- Outcome: Metro performed so well that the client decided to keep an ongoing presence in the paper for the year following their June launch. The client was very happy with the results of their Metro advertising. The campaign achieved an estimated reach of 666,200 adults 18+ in Greater Philadelphia or 10.3% of its 6.5 million population. The campaign delivered 8.1 million gross impressions.
The campaign consisted of:
- Cover 1+2 ads
- Page 2-3 spreads
- Full page ads
- Half page horizontal ads
Source: Nielsen Scarborough 2018 R1.