Miami University, Oxford Ohio

Nationally recognized as one of the most outstanding undergraduate institutions in the country. With a student body of 16,000 plus, Miami offers bachelor’s degrees in over 120 areas of study. Graduate students choose from more than 60 master’s degree and 12 doctoral degree programs.

Miami U - Public Ivy

Objective:

Through strategic media strategy, planning and placement increase student enrollment

Execution:

PMG took Miami University from more traditional advertising like cable, radio, and billboards to non-traditional media focusing 95% of their media buy on digital and Out-of- Home. The ability to monitor digital through analytics was key to understanding the effectiveness of the campaign. Being nimble and laser focused gave us the opportunity to dive into the things that were working, and change strategy on things not working. With digital we focused on specific geographic areas, age cells, demographics and interest. This strategy targeted the exact audience we wanted and needed to reach. Through Out-of- Home we targeted the same audience and engaged them in public spaces and key events. For example: Airport charging stations, mall stairs, food tables and entrance doors, and mobile charging stations set up at local events.
The client trusted us to take them into new areas to advertise. Just because you don’t see and hear the message on, cable, radio and billboards doesn’t mean its not working. We spend your money like it’s our money. Why spend the money if the right people don’t see it.

Results:

Miami University had the largest applicant pool they’ve had in years!

“Miami’s incoming class of 2019- One for the record books. Fall 2015 is projected to bring the largest, most diverse and academically accomplished first-year class to Miami University’s Oxford campus.” – Miami University

“Miami University welcomes largest freshman class ever. School rents apartments to deal with record class size.” – WLWT Channel 5