METROPOLITAN COLLEGE OF NEW YORKCASE STUDYTarget: Multicultural Non-traditionalMedium: OOH/Digital/Experiential

challenges

• New Facility opening in area with low visibility• Facing high competition from colleges already

established in that area offering similar programs• No lead time

– new facility slated to open within a few weeks of campaign flight

• Need for measurement tool for media buys

objectives

• Increase MCNY Brand visibility among local residents In South Bronx– With a focus on the coveted 18-24 year old demographic– Driving traffic to the open house to increase enrollment

• Promote scholarship opportunity offered by the school to local residents

• Keep parents and students informed about the available programs and benefits at MCNY

D3

Slide 3

D3 Double check with Juan if this is actually true, I belive for MCNY the target is an older non traditional student.D.Gutzmore, 6/28/2013

execution

Branded Commuter Vans Campaign• Five fully branded vehicles with collateral available

inside – Engaged local audience in immediate vicinity who are on the move

• Digital signage screens inside branded vehicles displayed MCNY sponsored content

Branded Commuter vans

execution

Digital On-the-Go Campaign• Created and managed Mobile App geared towards

target demo• Target demo prompted to download app using SMS

Opt-in– Prospect is locked into database and can receive updates from MCNY

at anytime via mobile phone

SMS and Mobile Application

execution

Pick up Lunch Campaign• Reached out to working professionals and prospective students

and kept them acknowledged of available opportunities at MCNY at lunch hour– Human Services, CASAC, Healthcare Systems, Public Health

• Coordinated a series of delivered lunches for staff at multiple locations– Lincoln Hospital, Social Service Centers, Mental Health Clinics,

Counseling Centers• Coordinated Presentation of available MCNY Programming

– Delivered by Admissions Personnel– Extended Invitation to Open House Barbecue with each official

inquiry (Tear Card)

execution

MCNY Branded ‘Helado’ Carts• Branded the cart’s four sides with MCNY• Completed with a branded MCNY Cart Umbrella• MCNY Branded Dixie Cups

executionMCNY Branded Pizza Boxes• Side pocket with MCNY Printed

Pamphlet-sized collateral• Partnered with five most trafficked

pizza spots in immediate 149th St. & 8th

Ave vicinity• Small lunch sized boxes• MCNY Pamphlet inserts included• Extended invitation to Open House

barbecue with each official inquiry (Tear Card)

execution

Open House Cookout series • Opened to prospective students and their families an

opportunities to meet and greet MCNY’s faculties and current former students for three dates through out the summer – Meet Admissions Counselors for Q&A– Meet Financial Aide Councilors for advisement– Location: Franz Sigel Park or Saint Mary’s Park

• Served Family Games & Entertainment• Meet Financial Aid Councilors for advisement

execution

Grassroots Marketing with Bronx’s Unique Tastemakers• Contacted Church Pastors and beauty salon owners and

solicited their help to recruit their customers & congregation for important educational series

• Distributed MCNY course / programming collateral• Engrained MCNY as the community’s educator• Conducted Monthly Educational Seminars

– College for Single Parents– Is Language a Barrier to attaining Higher Education? – Can I work and go to school full time?

Bronx’s Unique Tastemakers

executionMCNY. It’s In the Bag Campaign• Partnered with 5 local supermarket

locations• Targeted working mothers while shopping• Offered Green Bags because it is often re-

used, and is great for residual branding– Shoe bags to carry “work” heels– MCNY pamphlet inserts included

• Extended invitation to Open House barbecue with each official inquiry

execution

MCNY on the Handball Court• Targeted weekend warriors• MCNY Branded Handballs and Handball Wall Mural

execution

• Partnered with Work Force One • Targeted Under-qualified Job Market• MCNY Career Training Course

– Interview Tactics, Selling your self skills, Resume Makeover, Career Counseling, Job Skills Development

• Introduced MCNY Degree Programs• Distributed MCNY Branded Interview Portfolios

– MCNY Pamphlet inserts included– Extended Invitation to Open House Barbecue with each official

inquiry (Tear Card)

evaluation

• Increased enrollment rate at Bronx campus – 60 students in Spring Semester– 20 Students in Summer Semester– 120 Students in Fall Semester

• Achieved 4652 new visitors to Mobile Website – Increased 76%

• 150 Target demo opt-in to SMS database • Distributed $1500 Merit Scholarship

Daniel GutzmorePresident

dgutzmore@highbrid.comT 347.335.0376F 347.335.0458

M 917.716.4785

174 Bogart St. #302 Brooklyn, NY 11206Facebook.com/HighbridMedia

Highbrid.com

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