Where it all comes together
Point Park University (PPU) was building a reputation as a center of the arts, entertainment, media, and recreation in downtown Pittsburgh. But they wanted to take things a step further. They reached out to Paskill to help them grow enrollment by 30% in two years.
What mattered most to students would drive the campaign: affordability and value in a real urban setting. Students wanted hands-on learning that took advantage of the real-world internship and career opportunities that exist in a major city.
Our proposed “Where it all comes together” campaign spotlights these attributes through a multi-tiered campaign strategy that aims to build awareness and generate top-of-funnel inquiries.
Where classroom meets real world
The “Where it all comes together” brand concept shows how PPU offers two educations: one in the classroom and one in the real world. The campaign highlights how living, working, and attending school in the city gives PPU students an advantage over students living on more traditional campuses.
We produced 170 total ad units. We know that just creating a few videos and cutting them up for different tactics is no longer effective. Instead, we created content specific to each platform. This helps the ads demand attention while feeling native to where our audience views them.
We also created a turnkey lead generation microsite. This serves as a central location that keeps visitors focused on a specific call-to-action from the served ads. Paid media is directed to the microsite to capture leads and inquiries for follow-up by the PPU team.
Our journey is just beginning
We created a robust dashboard to measure campaign performance. It provides on-demand data for both PPU and the Paskill team to determine which creative and programs are performing best, which informs our optimizations.
PPU is seeing results. Inquiries are up 60% and net deposits increased 10%.
Results
60% increase
in inquiries
10% increase
in net deposits
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