Point Park University
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 the classroom meets the 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.
Native content that drives results
We developed and implemented a year-long paid media campaign that included:
- Broadcast TV
- YouTube videos
- Meta in-feed videos
- Meta stories
- Meta single image ads
- TikTok videos
- Display and native ads
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.
We’re just getting started
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.
The brand platform launched in October, and PPU is already seeing results. Inquiries are up 20% over the previous year and applications are pacing well ahead. First on-campus open houses saw a 100% increase in attendance from the previous year.