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Our Recent Work: Creative and strategic out of home advertising campaigns

City College of San Francisco: OOH helps boost enrollment 34%

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City College of San Francisco knows the value of a good integrated advertising campaign. As the college was placed in limbo while waiting for accreditation technicalities to go through, the San Francisco learning institution found that its enrollment was plummeting.

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In a bold move, the college decided to make a critical investment in advertising to ensure that the community knew that City College was standing strong and not going anywhere by placing the messages “Our City / Our College” and “Still Strong / Still committed / Still City College”  around the San Francisco area. The multiple and integrated media forms used included TV, radio and out of home advertising.

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Outdoor advertising works very efficiently when strategically incorporated into a fuller media plan.  In this case the plan included a network of downtown digital street-level displays in combination with high-profile and strategically placed digital billboards.

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The choice for digital out of home media allowed the college’s messaging to begin broadcasting within a week of approval. This flexibility and ability to post quickly is one of the strengths of digital outdoor advertising.

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The result? A 34% increase in enrollment in just 2 months, resulting in $4.6 million in tuition to the college.  In addition the advertising resulted in multiple stories in the press — adding value to the overall media buy, and getting City College’s message broadcast even more completely.

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Contact us to learn more about how outdoor advertising can help get the message out in any market.

February 13, 2014 | Filed under Billboard Advertising, Daily Updates, Featured, Traditional Media, Transit Shelters and tagged with , , , , , , , .

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