How to Increase College Enrollment through Advertising

By | Buying Power of Millennials, Campus Advertising, Engaging Millennials, Media Planning & Media Buying, Mobile Advertising, Social Media Advertising, Uncategorized | No Comments
Despite the growing number of majors and universities throughout the United States, college enrollment has experienced a decrease in the last year, per the National Student Clearinghouse Research Center. Here at MSSmedia, we deliver college recruitment campaigns that help increase student enrollment, in addition to promoting majors and recreational activities on campuses. For example, we ran an out-of-home branding campaign for the College of Nursing at the University of Houston, generating more than 400,000 impressions in promoting the college’s new field of studies. As campus experts, we’ve put together tips on how colleges and universities can generate engagement and establish a strong footprint in the campus space.

Start your student recruitment activities ASAP

As a college or university, you may need to devote more time to recruiting at lower grade-levels, such as high school sophomores, rather than trying to get their attention as seniors. This has proven to be effective in establishing relationships between higher education institutions and students. For instance, by emailing students with exciting news about their colleges or universities will help build trust and loyalty over time. Make them feel special, and let them imagine the campus experience they will soon be living. At MSSmedia, we have provided our university and college partners with both traditional and non-traditional advertising campaigns, such as out-of-home and social media services for the School of Hospitality at Florida International University (FIU) in Miami, FL, which ranked as the number one hospitality program in the nation for three consecutive years.

Run a mobile college enrollment campaign

Almost 5 billion people interact on their phones nowadays, so an optimal way for universities and colleges to target students and increase enrollment is through mobile advertising. After planning out your objectives, start thinking of a social media channel to engage students with your campaign. Is it Instagram, Facebook or Twitter? Keep in mind that you don’t need all of them, rather focus on quality over quantity. At MSSmedia, we have helped clients understand the right social media plan to establish trust and generate engagement among students. Just last year, we ran a mobile campaign on behalf of Pandora at FIU to increase brand engagement and drive in-store sales for Mother’s Day. At the end of the campaign, we delivered more than 50,000 impressions and over 300 clicks. Read More

How to Promote Local Economic Growth through an Effective Public Relations Plan

By | Buying Power of Millennials, Campus Advertising, Engaging Millennials, Generation Z, Media Planning & Media Buying, Mobile Advertising, Social Media Advertising | No Comments
According to Trading Economics, the U.S. economy grew by 2.1 percent in the second quarter of 2019. As a result of this growth, local governments and non-governmental organizations keep contributing to the overall quality of life, whether it’s increased job opportunities or a safer culture environment. So, how can communities promote their local economic development and the successes that have shaped them today? It is here that Public Relations comes into play. Public Relations is defined as “the management function which tests public attitudes, identifies the policies and procedures of an individual or an organization with the public interest, and plans and executes a program of action to earn public understanding and acceptance.” Essentially, the best Public Relations strategy is to hear a good story and then tell a good story. Public Relations professionals are storytellers. They inform market perceptions by creating and building stories surrounding a product, service, brand or organization. At MSSmedia, our new Public Relations division – led by seasoned publicist Rebecca Astorga, who has worked with clients, such as Fashion Nova, Phil Collins and Sports Illustrated Swimsuit – has already started to create a sincere difference as a media and marketing agency. To mark the beginning of a new direction for our agency, we put together a few Public Relations strategy examples that your brand can use to make an impactful difference and stay ahead of the competition.

Keep in mind that Public Relations is not Advertising.

One of the main differences between Public Relations and Advertising is that Public Relations is earned media, whereas the latter is paid media. Earned media or free media refers to publicity gained through word-of-mouth, editorial coverage and mentions other than paid media which is the promotion of content through paid social posts, paid search results as well as promoted multimedia.  However, Public Relations and Advertising share the same goal of promoting their clients and, ultimately, setting them up for success by ensuring optimal visibility for the target audiences. Public Relations is the essential intermediary that builds strategic communication between organizations and the public, so it is important to define what target audience your efforts are geared toward. Are they real estate agents, local residences and businesses, or tourists? Once you define your audience, then the next step will be implementing a good story through media relations. One of the most successful examples that translates theory into practice is the campaign launched by Edelman for Hawaii Visitors and Convention Bureau (HVCB). The target market for this campaign was New Yorkers that commute via the Metropolitan Transportation Authority (MTA), from the subway to buses, and who purchased Hawaiian MetroCards in late April 2019, and then had a chance to win a breathtaking trip to the Hawaiian Islands. The campaign went viral, creating enormous engagement online and off, while also garnering excitement among New Yorkers and tourists. At MSSmedia, we know how to differentiate our local Public Relations services from the rest of the competition while driving high-value business for our clients, similar to the partnership between MTA and HVCB. Read More

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