Cabrini University has opted for a unique marketing campaign for its online courses to ensure it stands out from other Philadelphia-area institutions, writes Jean Dimeo for Inside Higher Ed.
Celia Cameron, vice president of marketing and communications for the small liberal arts college, recently turned to the firm Carvertise to create full-body vinyl decals that advertise the university’s online programs. The glossy decals were then placed on the cars of six local, high-mileage drivers for six months.
“I would have people ask me, ‘Really, Celia, is that your car?’” said Cameron, adding that her friends thought she was behind the wheel of those vehicles. “It was a fun campaign; it got buzz.”
The campaign has turned out to be very successful, as Cabrini is seeing double-digit growth in enrollments for this fall’s online courses.
However, while these innovative advertising campaigns help, most institutions of higher education still use more traditional outlets for advertising.
Cameron said that Cabrini has also had “tremendous success” with messages played on the local public radio station and ads on SEPTA commuter trains. Cameron said they know these ads are effective as online students often mention them on their application forms.
Read more about Cabrini University’s marketing strategy at Inside Higher Ed by clicking here.