THOMAS JEFFERSON UNIVERSITY

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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UMUC

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.

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