MARKETING & COMMUNICATION The Office of Marketing & Communication combined Graduate and Online advertising budget lines to increase impressions and conversions to applications.
UNDERGRADUATE AD BUDGET ALLOCATION: 50% paid search, 31% CTV/OTT (digital TV), 9% paid social media, and 9% print.
GRADUATE/ONLINE AD BUDGET ALLOCATION: 27% paid search, 23% CTV/OTT (digital TV), 17% TV, 14% YouTube, 11% radio, 4% paid social media, and 4% programmatic.
NEW ADVERTISING CAMPAIGNS New advertising campaigns included focus on the Passport to Purpose theme, using student and alumni testimonials sharing their individual paths to success and purpose. Performance metrics slated increased engagement—the highest we’ve seen in the last four years.
