Metropolitan College of New York
recruitment strategy achieves 105% of goal
overview
The research-driven recruitment strategy we created for Metropolitan College of New York (MCNY)—which focuses on community outcomes rather than “talking heads”— helped the urban higher education institution inspire student targets to take action, exceeding enrollment goals and priming the pump with interested applicants for the following semester.
Video and Motion
focus on social outcomes, not sprawling campuses
Our recruitment campaign disrupted the category conventions: Rather than featuring aspirational students and sprawling campuses, we focused instead on the tangible social outcomes MCNY grads achieved through the nonprofit college’s differentiating Purpose-Centered Education approach.
drive interested candidates
To leverage the school’s solid admissions team, we fielded tactical event-based initiatives that drove qualified participation and on-site applications at open houses.
Web Development
Up close, personal—and relevant
All initiatives drove to an interim microsite that featured the socially relevant, outcomes-focused stories of the MCNY grads profiled in our campaigns—and generated high-volume leads and immediate conversions.
Outdoor
Be where prospective students are
We utilized advanced digital targeting and messaging—in traditional media channels—to hit prospects where they lived, worked, and rode.
A new building, a new branded look
MCNY asked us to work with the architects of their new campus to bring brand consistency and a fresh, contemporary look to their Financial District home.
Outcomes
27.3%
increase in college inquiries
125%
increase in student enrollment
250%
increase in international students