Category

Campus Advertising

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

How Digital Advertising Can Reduce Food Waste

By | Buying Power of Millennials, Campus Advertising, Food for Thought, Media Planning & Media Buying, Mobile Advertising, Social Media Advertising | No Comments
Most people don’t realize how much food they throw away every day. Did you know approximately 1.3 billion tons of food is wasted every year? Food waste has become a controversial issue, so restaurants, grocery stores and the federal government are adopting strategies to reduce it in the United States (as well as internationally). Even digital marketing companies have explored unconventional ways to raise awareness among people on a national scale. For example, in the last couple of years, media and marketing companies have been trying to sensitize Americans to learn how to recycle properly. At MSSmedia, we partnered with the University of Southern California to run an ad campaign for the Environmental Student Assembly. This campaign helped generate and increase awareness among all students through the installments of out-of-home advertisements to promote recycling bins. From years of experience dealing with sustainability campaigns, we want to share some ideas that digital advertising companies, like us, have been using to get people closer to food and recycling topics.

Remember. Advertising is everywhere.

Regardless if on a mobile device or giant billboard, people typically don’t realize that advertisements are everywhere. However, to succeed, it is important to set up the right digital marketing strategy that can help your brand gain measurable and attainable results. Last year, we ran a sustainability campaign partnering with the University of Illinois at Chicago to encourage recycling. At the end of the campaign, we delivered an outstanding 255,000+ impressions campus wide. In the full scope of this effort, we also implemented an out-of-home and mobile advertising campaign at Boston College and Northeastern University for Peapod, a food delivery service that has been working on sustainable seafood support since 2008. The multi-tiered campaign increased brand engagement and visibility through a mobile campaign as well as out-of-home advertisements that delivered more than 100,000 impressions and generated 1,000 clicks. This is a prime example of how business practices in food production can work with sustainability messaging to deliver a successful long-term campaign. Read More

The 5 Biggest Mistakes that Campus Advertisers Make

By | Campus Advertising, Generation Z, Media Planning & Media Buying, Mobile Advertising, Social Media Advertising | No Comments
College Marketing and Advertising
Each fall, millions of students attending U.S. colleges and universities carry more than $400 billion in spending power. As students flock to campuses nationwide, there are endless opportunities for advertisers to get in front of millennial buyers.  At MSSmedia, we’ve worked with both advertisers and universities to run successful back-to-college campaigns for 15 years. We are college marketing experts that know the place, the products, and how to successfully deliver marketing strategies. In our 15 years of experience, we’ve seen clients and other agencies make critical errors in their campus advertising campaigns. To learn from their mistakes and execute the best campaign possible, we’ve put together a list of the 5 biggest mistakes that people make. Read on to avoid wasting your budget and resources in the college advertising world!

Not Knowing your Competition

One of the most efficient ways to understand your target market, is to study the competition. Analyze your competitors’ weaknesses and strengths. What do they offer that you don’t? Who are they are selling to? Understand what they are doing right, and what they may be doing wrong. Once you have outlined a plan, start looking at their social media presence! Look at things like their engagement rate on Facebook and Instagram. Search for their home page on LinkedIn and see if you can do better! Conducting an in-depth analysis of your competition will help you organize all your ideas and projects on how to market to millennials. Working with a company like MSSmedia who can help you conduct a competitive audit can put you ahead of the game. Our campus experts can help you redefine your advertising strategy and maximize your advertising budget.

Not Defining your Target Audience

After you have analyzed your competitors, identify a specific target audience that will best fit your product or service. Do you want to target local students, international students, or maybe student organizations? The options are countless; which is why you need to organize your stream of thoughts before going further in your marketing plan. Start by answering some of the following questions. How old is your target market? Where can you find the target audience you want to reach? What are some of the values the target cares for most? What are they most interested in? Campus OOH advertising can be integral to generating brand awareness among generation Z. In fact, research has shown that more than 70% of students pay attention to on campus billboards and posters.

After answering these questions, you can begin to create a sketch of the types of young people you are interested in reaching. With this strategy, you will be able to personalize your marketing message and identify specific characteristics that you may have not considered before. At MSSmedia, we know how to reach college students. For instance, one of our out-of-home campaigns with Panera was launched a few years ago at Ohio University and Virginia Tech. It featured various OOH installments in order to promote the new delivery to the two campuses. The campaign ended up being so successful in the number of impressions delivered (over 58 million) that Panera scheduled a similar campaign the year after. Read More

10 Tips for Advertising to Millennials

By | Buying Power of Millennials, Campus Advertising, DNA of Millennials, Engaging Millennials, Generation Z, Social Media Advertising | No Comments
Advertising to Millennials
As we all know, millennial generations are critically important to the Media and Communications industries. Some people don’t get them, others excuse them, but in order to successfully engage with them the best thing to do is to fully understand who they are and what they want.

So, what is a Millennial? The definition of a millennial is not unanimous. However, it usually refers to the age range between 18-35 years old. But, one of the first words that comes to mind when you think of the millennial generation is SOCIAL. Since Millennials were born during the years of change, such as the advent of digital marketing, they are known for being very active on all social media platforms and are always on top of key trends like food and fashion. However, besides these key millennial generation characteristics, there are many more to pay attention to (especially in the advertising game). In order to catch their attention and build their trust over time, it is important to follow these 10 tips when deciding to advertise to them.

 

SUPPORT A GOOD CAUSE

Supporting a good cause is the perfect way to incentivize your Millennial audience and to show that you care about making the world a better place.

General practices such as supporting a cause and using creative advertising methods will certainly help. For example, climate change has increasingly become a critical topic that many Millennials take seriously. So, once you have segmented your audience, start creating high-quality messaging with the mediums that you will use for the segments chosen. This can be in the form of a billboard, an advertisement on a bus shelter, or any other campus media that engages these younger generations while improving your ad positioning as well.

USE OOH ADVERTISEMENTS

Have you ever seen one of those billboards on the side of the road during rush hour and thought that it read your mind? OF COURSE. Out-of-home advertisements have been found as a very effective method to influence people’s purchasing power, specifically among Millennials. It is a fun type of advertisement that is to be straight to the point. In fact, studies show that OOH resonates with authentic and real-world experiences. The nature of billboard advertisements is to play off of our short attention span and provides a last-touch opportunity in the path to conversion. In this way, brands have the chance to resonate with young generations multiple times of day. At MSSmedia, we provide a suite of OOH campus media placements that will help your brand make an impact and a sincere difference. Curious? Check out our work here.

PODCASTS

Millennial audio consumption of all types has been increasing on a national scale. According to iHeartRadio, we are currently living in an audio-first world where streaming services, podcasts, and radio are gaining ground day after day. This year, 51 percent of American consumers reported listening to a podcast. At MSSmedia, we offer quality audio advertisement placements that capture users on streaming services nationwide.

PEER-TO-PEER MARKETING

Millennials and the Gen Z are interested in authenticity, not salesmanship. They prefer insights from people whose lives are like theirs – not from the ones that are “too cool” to be true. And, this characteristic of the millennial generations opens up the opportunity for peer-to-peer marketing to flood in. Peer-to-peer (P2P) marketing is a method where customers engage other customers through recommendations. With a big component being word of mouth, P2P is used on college campuses. But, social media, in the meantime, is the P2P equivalent in the business game. It doesn’t feel like a sales tactic, Millennials say. It is not pushy or self-focused. On the contrary, P2P lends authenticity while giving a voice to those who have nothing to gain but meaningful and reciprocal recommendations.

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How to Advertise to Generation Z & Millennials

By | Buying Power of Millennials, Campus Advertising, DNA of Millennials, Engaging Millennials, Generation Z | No Comments

Students on Campus Advertising

In today’s campus advertising world, knowing how to speak to millennial generations like Gen Z is crucial to your success. But, what exactly does it take to get through to them?

Be Authentic

Generation Z and other millennial audiences tend to be less receptive to the “standard” advertising tricks. Digital natives like Gen Z might not even pay attention to a print advertisement when they are out and about if it doesn’t catch their eye. Millennials value authenticity far more than previous generations like baby boomers – especially in their advertisements. Make sure to feature diversity, address real issues, and offer your millennial audience some value.

Location, Location, Location!

Of course, location is also a key element of being able to advertise to Gen Zers. Try to place your advertisements in locations where young people spend a lot of time. These can be places like local hangouts near college campuses, in university stores, or even on campus placements like bus shelters. This way, you are gaining valuable impressions throughout a students’ typical day. Want to learn more about college marketing? Check out our campus placements here.

Where to Advertise on Campus

Prior generations spent the same amount of time on campus, but the campus advertising landscape today is much more robust than it was before. Brands can now advertise on campus with bus wraps, newspaper kiosks, bus shelters, billboards, digital screens, and on campus posters. This means that you have more opportunities than ever before to get in front of people born into the millennial generation. In their early stages of young adulthood, college students spend a large portion on their college campus. And, not only does this younger generation spend so much time on campus, they are walking around looking at their phones too. Don’t forget to employ digital strategies and channels to target Generation Z, X, and Y.

Engage Generation Z on Social Media

Gone are the ways of older generations where phones were only used sparingly. It’s no secret that college students spend a lot of time on their phones. In fact, 71% of millennials use social media on a daily basis. That means that members of Generation Z is spending time every day engaging with platforms like Facebook, Instagram, and Snapchat. Therefore, there are hundreds of thousands of impressions that you are potentially missing out on.

With MSSmedia, we can reach the millennial audience not only in person but throughout their day through unique digital strategies. And, there are a multitude of different ways that brands and organizations can tap into this advertising potential. First, you can utilize direct sponsored content to appear on the news feeds of millennials. And, if you take this one step further, brand ambassador networks have become an influential marketing tactic. So, not only are you reaching Generation Z and other young adults through digital advertising, you can market your product and services within the communities that they speak to every day.

Last but not Least, Don’t forget Google

On average, there are 5.6 billion search queries per day on Google. Granted, Generation Z and other millennial audiences spend a lot of time on social media. But, when they are ready to purchase, they are more likely to go to Google. Keep your Google My Business account updated and always optimize your keyword lists based on search data. This ensures that you can reach millennial users when it is the most important- when they are ready to purchase.

Ready to learn more about how digital strategy can help your business grow? Contact one of our media experts today!

Back-To-School College Advertising: The Complete Guide 2019

By | Campus Advertising | No Comments

Back To Campus Advertising

Believe it or not, the end of summer is not too far away. Soon enough, millennial students will be moving back on campuses across the nation. Even though August and September still feel far away, starting to think about back-to-college campus advertising is crucial to success when those months roll around.

But why should business think about advertising to millennials in the first place? Well, there are currently 8 million millennials in the U.S. alone. Being nearly one-fourth of the total population, they have an annual buying power of $200 billion. So, with your business’s advertisement being displayed on college campus across the nation, you gain immense exposure. Ultimately, back-to-college advertising is lucrative and provides ROI.

Not only do millennials (and all college students) have great buying power, but they also spend an average of 10.6 hours per day on campus. That means that there are captive buyers on campus that could be seeing your ad every morning as they walk to class. Talk about exposure!

 

Millennial marketing doesn’t need to be complicated. At MSSmedia, we are campus media experts who understand how to place your ads in front of those students who are ready to buy.

 

Why Back-To-School?

With the influx of college students back onto college campus in August and September, the campus population will nearly triple in a short span of time. With MSSmedia, you’ll get your advertisement not only in front of college students but their families too. Triple the impressions at the same cost? That’s the MSSmedia commitment to excellence. If you want to reach college students, MSSmedia is the clear choice for advertising agency.

Advertising to Generations Z and Y:

MSSmedia has over 15 years of experience marketing to millennials across the specific generations. In a class of their own, marketing to millennials is not like marketing to baby boomers. We know Generation Z and Y. And, we know how to create custom marketing strategies that will resonate with them for the back-to-college season. At MSSmedia, we understand what the marketplace will look like returning to college and how to maximize your marketing dollars to advertise to millennial consumers. We’re campus media experts and can deliver both traditional and digital media solutions that drive consumers to your business.

Traditional and Digital Advertising:

We are campus media experts, through and through. That means that we, of course know our way around traditional campus advertising. Bike shelters, newspaper kiosks, bus wraps – you name it! We own assets nationwide on campuses in both the U.S. and Puerto Rico. Traditional advertising has the power to gain exposure and impressions as students walk throughout campus. As one of the first advertising touch points, traditional advertising increases your brand awareness. For the back-to-school season, we also offer digital advertising. Because, as we all know, millennials are attached to their phones. We work with nationwide partners to place your ad in thousands of apps and across all social media channels. And, not only do we place your ad in-app, we know how to continue that exposure onto search and display campaigns through Google. Want to know more? Check out our work here.

Are we experts in back-to-college advertising? You bet. Are we ROI-driven? Absolutely.

Contact us today to speak to one of our advertising experts.

Advertising During a College Football Rivalry

By | Campus Advertising | No Comments

Some of the biggest college football rivalry games are happening and this can rally an entire campus to come together against a common enemy. There are the pre-gam bonfires, smack talk and more to get people riled up for the big games. Facebook has joined in on the fun by offering temporary college themed badgesto go on profile pictures. This lets students show their school pride and let everyone who they root for. This lets the online world where their allegiances lie, but there are other ways to join in on the rivalry fun as a brand.

1. Host Tailgates

Students, fans and community members alike will be at tailgates to prepare for the big game. Host a branded tailgate where you offer free food and activities. The food or giveaways will attract fans to your tent and give you an opportunity to expose your brand to the market.

2. Give Out Free Swag

Students will happily accept free items that showcase their school’s superiority against a rival or just free swag to wear at the game. Many pictures will be taken at the games and if your items are branded, you could extend your reach to their friends on social media. Popular items include the #1 foam finger, cups, shirts, hats and much more.

3. Offer Weather Friendly Gear

Some games will be held in northern states where the temperatures are lower, but this won’t deter students from attending games. Make the experience more comfortable by offering branded harm warmers, long sleeves or other warm items. For games in the heat, offer fans, water bottles, etc.

Colleges Are Being Transformed by Mobile Apps

By | Buying Power of Millennials, Campus Advertising, Engaging Millennials, Media Planning & Media Buying | No Comments

Today’s students have more technology than 30 years ago. Cellphones, tablets, laptops and more are commonplace on a college campus. With these devices come a multitude of mobile apps that open students up to a wealth of information from entertainment, news and much more. Popular apps range from social media, photo editing to fitness and education tools.

As a brand, these mobile apps are an opportunity to connect with students as they travel the campus. Traditional forms of advertising are still effective and incorporating mobile apps extends the longevity of the message. Below are some options to employ to target the college market with these apps.

1. QR Codes

Use QR codes on your creative to trigger downloads of your brand’s app or direct them to your website. QR codes can be scanned using an app found on many smart phones.

2. Offer Discounts

College students are always looking for discounts and deals. Have students download your app and in return, they can receive deals or discounts for your product or service. They will then have the app on their phone and an incentive to buy from you. This increases the likelihood that will be future customers.

3. Share on Social

Social apps are on the majority of college student’s phones so involving these highly used apps with your campaign will speak to this market. Millennials trust information that their friends recommend so having people share your content on social media increases the trustworthiness.

Attract New Hires with Creativity

By | Buying Power of Millennials, Campus Advertising, DNA of Millennials, Engaging Millennials | No Comments

Students go to college to earn a degree and pursue their dreams. They’re doing all of this work in hopes to get noticed by employers and vie for a position upon graduation. It’s an exciting, yet scary time for students. Not all employers are making themselves visible to the college market, but GE is stepping outside of the box to attract this demographic.

GE is thought to be your parent’s company, which means people think that it’s old school and not for the younger generation. On the contrary, GE is quite innovative and wants to prove this to millennials. They created TV ads on late night comedy shows such as “The Late Show with Stephen Colbert” and “The Tonight Show Starring Jimmy Fallon.” There has been a lot of buzz around these late night shows, and GE wanted to capitalize on the audience.

Targeting this campaign by college campuses would be just as effective. The idea is to place your message where students are, and this target is watching comedy shows as well as walking around their campuses. Most students are also hyper alert to anything concerning a job so as a company looking to hire graduates or interns, these are great tactics to employ.

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