OOH for Colleges and Universities
The College and University landscape gets competitive by the day. Increasing enrolments for the next year is always a target over the head. Schools and colleges have been advertising for a long time and OOH has always been a great medium. Developing creative, comprehensive and cost effective advertising campaigns is essential to cut through the competition and stand out. Further, a nicely drafted ad can boost a prospective student’s interest and also build awareness and strengthen community opinion.
Outdoor campaigns however, require careful planning in every aspect – the design, the location and the message – everything is important.
Here are a few tips for you to begin with:
Location for the ad
One of the most important factors for the success of your campaign is the location. It is hence essential to choose locations with high average daily traffic along routes that are travelled by both students and parents. It’s also important to note that you must not limit your ad campaigns to the city or town where your campus is located. Select locations in the surrounding communities as well.
Time for the ad
The timing of your billboard campaign is another important factor to take into account. While it’s obvious that you might want to launch your campaigns just before enrolment time, other times of the year cannot be completely ignored. You can track down some of the important school events like fundraisers, sporting events etc. and keep your brand in front of your audience’s eyes – all year round.
Design the billboard right
When it comes to any advertising, clutter just doesn’t cut it. The simpler the design the better chance it has of being read by users. For larger ads, simple layouts with plenty of white space work better than anything else. Focus on a single idea that is easily understood rather than putting too many things in one place. Simple messages can be read from far distances and fast speeds. Bold, high contrast colours can with legible fonts will definitely help. Moreover, keep your message brief and concise. If you do have a lot to say, you can consider a digital billboard.
A short message resonates better – but it should be compelling. For the best results, make sure that your message is ten words or less. Make your message action oriented, thought provoking and to the benefit of the audience. Strive to strike an emotional chord.
Don’t forget your target audience
The largest percentage of college enrollees are the young adults. But, don’t ignore that the decision makers are the parents. Do not forget that non-traditional students like working adults are also an audience. Community members and donors are also a part of the audience. Design your campaigns to include them as well.
To sum it up…
OOH for schools, colleges and universities can help promote awareness and increase enrolment. By creating an ad campaign, make sure to take into account all of these factors!