Meet the college where small class sizes meet big ideas.
Services: Strategy, Positioning, Messaging, Advertising, Media planning
Manhattan College set out to build awareness, drive enrollment, and improve engagement by connecting prospective students to the institution's distinct liberal arts experience.
Crafted for for both undergraduate and graduate degrees, this integrated campaign included digital, print, and OOH marketing. In order to accurately target Manhattan's audience, each campaign leveraged key market differentiators of the university, including their 23-acre 'true college campus' experience, their proximity to the heart of midtown, their Lasallian Catholic values, and their goal to reward graduates with fulfilling, high-paying careers.
“On all executions, the 'Uncommon' campaign is one of the strongest and most well received” said Lydia Gray, the executive director of the marketing and communication department.
This integrated campaign was awarded Silver in Education Digital Marketing Awards (EDM Awards) in the Total Digital Marketing Program category.
This integrated campaign was awarded Silver in Education Digital Marketing Awards (EDM Awards) in the Total Digital Marketing Program category.
All work completed at MogoSME.
Chief Creative Officer: Walter Whitman
Creative Director: Jason Vogel
Managing Director: Conor O'Flaherty
Copywriters: Jon Hans, Sean Azze
Uncommon, Together
The aim was to not just drive enrollment and awareness, but to reaffirm the university's mission to provide a contemporary, person-centered educational experience that prepares graduates for lives of personal development, professional success, civic engagement, and service to their fellow human beings.
“What we’re trying to do is make Manhattan College stand out," added Dr. Carolyn Predmore, a marketing professor at the college, praising the strategic reasoning behind the campaign. "Let’s face it, as a high school junior and senior you’re inundated with information and there’s hundreds of schools you could attend. How do you stand out among the crowd? So we’re working at trying to find a niche that will make the world look at us."
True Digital Reach
Each campaign saw an uptick in RFIs and APPs through October and November, as well as in March and April—aligning with key enrollment periods.
For the 2020-21 undergraduate campaign, broad audience targeting drove 68% of landing page views, while the graduate campaign resulted in more than 1,200 clicks from Facebook creative alone.
Key CAMPAIGN Results:
(2018–2022)
(2018–2022)
3.5 Million
Impressions
83,000+
Clicks
