Boston University Metropolitan College's Innovative Outreach to New Students
Boston University’s Metropolitan College (BU MET) brings the academic excellence and resources of an internationally respected research university to busy adults and professionals via innovative, part-time programs delivered both on campus and online.
While in operation for over half a century, BU MET has reached thousands of Boston natives and others through their various outreach strategies. They are currently running a digital and static ad campaign on Soofa Signs in Allston, Brookline, and Fenway to showcase their diverse range of educational programs while targeting audiences in local communities.
We spoke to Alexandra Shore, Marketing and Ad Operations Specialist at BU MET, to learn more about their Soofa campaign goals and what sets the school apart from others.
Intentional Ad Placements
As a school, BU MET is already unique since they offer over 80 degree programs, master’s degrees, undergraduate certificate programs and more, all on a flexible schedule. So, in a dense educational hub like Boston, BU MET’s outreach via ad placements and timing are always intentional to have the greatest impact possible.
BU MET has previously run print campaigns, digital ads, transit ads and other out-of-home campaigns to promote their programming, but they wanted to add another hyperlocal platform into the mix.
“The [locations of the] Soofa Signs in Brookline, the Fenway, Allston-Brighton, and Coolidge Corner are perfect for our campaign since they’re so close to our campus,” said Shore. “So many people are coming to the city now as the weather gets nicer and for graduation season, the Boston Marathon, and Red Sox games, so we thought it was a great time to try Soofa.”
With these neighborhoods, BU MET is reaching their target audiences where they are most, giving them a higher chance of the ads having a positive impact.
Implementing Strategic Design
The primary goal of their campaign is to increase brand awareness within BU MET's neighboring communities. BU MET is running digital ads on 14 Soofa Signs and static on two, with their vinyl design including different buzzwords, such as “Arts Administration,” “Crime Analysis,” “Food Studies” and more, to showcase their wide variety of program offerings.
Central to the campaign's success is the incorporation of QR codes on both their vinyl and digital ads. "Scanning that QR code will bring someone to a landing page that has all of our program offerings and provides a way to get in touch with a BU advisor to learn more about a specific program,” Shore said.
By taking a direct and informational approach to the vinyl design, Shore said that an ideal action for people passing by would be for them to check out BU MET’s program list or remember that their admissions team is nearby and available.
The distinctive design of the campaign, featuring eye-catching colors and concise messaging, aims to leave a lasting impression on viewers. Feedback from BU MET's internal team has been positive, with particular appreciation for the design's vibrancy and visibility. While it's still early to gauge the campaign's impact, BU MET remains optimistic about its potential to resonate with their target audience.
Shore said that they chose Soofa for the nearby locations, sustainable aspects, and the sign’s ability to blend into a community. “We're really excited to see what happens with the campaign and hear feedback from people. The campaign looks great and we had such a good experience working with the Soofa team.”
Ultimately, BU MET's Soofa campaign represents a strategic effort to engage with local communities, raise awareness about educational opportunities, and reinforce BU MET's commitment to empowering individuals through flexible and accessible higher education. With its innovative approach and emphasis on community connection, their Soofa campaign underscores BU MET's dedication to serving diverse educational needs in the Boston area.
Ready to reach thousands of Boston natives and visitors? Fill out our advertiser interest form or email hi@soofadigital.com