When it comes to marketing higher education, digital strategies tend to steal the spotlight. But don’t underestimate the power of out-of-home (OOH) advertising in driving awareness and engagement for universities and colleges. From billboards to transit ads, OOH can effectively complement digital marketing efforts and extend the reach of your campaigns beyond the screen.

What is Out-of-Home Advertising?

Out-of-home advertising is any form of advertising that reaches people when they are outside of their homes. In the context of higher education, this can include billboards, transit ads, digital screens in public spaces, and even posters on campuses. The aim is to create touchpoints in environments where prospective students, their families, and other key influencers are likely to be. It’s about being visible in the places that matter — whether that’s a bustling city street, a public transit station, or near competitive campuses.

Benefits of OOH Advertising for Higher Education

There are several reasons why a college or university might want to consider adding OOH to their advertising strategy including:

1. Enhanced Brand Visibility

OOH advertising helps to build brand recognition in a tangible, memorable way. Seeing a university’s ad while commuting can establish credibility and reputation more powerfully than a digital ad that’s easily scrolled past. This is particularly valuable for institutions aiming to establish or reinforce their presence within specific communities.

2. Targeted Reach with Geographic Flexibility

Whether a university is targeting local students or aiming to attract a broader audience, OOH ads can be strategically placed to reach specific demographics. For example, an online university could focus on high-traffic commuter hubs like train stations or airports to target prospective students seeking flexible learning options. Meanwhile, traditional campuses may focus on nearby high schools or community centers to catch the eyes of future undergrads.

3. Credibility Through Physical Presence

There’s something about a well-placed billboard or bus ad that conveys a sense of authority. For higher education institutions, OOH advertising adds weight to the brand’s messaging by reinforcing the idea that “we’re here, and we’re invested.” When people see a university’s ads in prominent locations, it can shift perceptions, making the institution appear more established and trustworthy.

Complementing Digital Marketing Efforts

Digital marketing does an excellent job of reaching students where they are — on their phones and laptops. However, there are limits to the amount of influence digital alone can wield. OOH advertising provides a public stage that extends the impact of digital campaigns. Here’s how OOH can enhance digital marketing strategies:

• Geofencing and Retargeting: Pair OOH ads with digital campaigns by using geofencing technology. When someone enters an area where your ad is displayed, they can later be served digital ads that reinforce the message they saw in the real world. This creates multiple touchpoints, making your brand more memorable.
• Bridging Online and Offline Experiences: Using QR codes or custom URLs on OOH ads can help bridge the gap between physical and digital spaces, directing users to learn more about the institution or explore specific programs.
• Strengthening Brand Recall: Combining OOH with digital touchpoints boosts brand recall. When a prospective student sees an ad on a bus stop, and then encounters a digital banner ad, it reinforces the message and helps keep the institution top-of-mind.

Creating a Successful OOH Campaign for Online and In-Person Programs

To design an effective OOH advertising campaign, it’s essential to tailor the approach depending on whether you are promoting an online program or a traditional on-campus experience. Here’s how to ensure success for each type of program, covering targeting, placement, and measuring results.

Online Programs: Think Broad, But Start Local

For online programs, geographic restrictions are minimal since students can enroll from anywhere. However, focusing on specific areas can still make a significant impact. Here are some tips for crafting an OOH campaign that drives results for online programs:

• Concentrate on High-Traffic, Professional Areas: Place ads in commuter hubs like train stations, airports, or business districts where working professionals are likely to encounter them. These are prime spots to reach individuals considering a return to education, such as for an online MBA.
• Own the Local Market First: Even online programs can benefit from establishing a strong presence in the institution’s home city or region before expanding. Building local credibility can lead to organic word-of-mouth referrals and enhance brand reputation nationwide.
• Use Digital Billboards for Flexibility: Digital billboards allow for changing content based on the time of day or audience demographic, making it easier to target specific groups with tailored messages about different programs or flexible learning options.
• Align with Career Milestones: Position ads near locations that align with career-related events or settings, such as near large corporations, job fairs, or convention centers, to appeal to professionals looking to upskill or change careers.

In-Person Programs: Go Deep in Strategic Locations

For traditional, campus-based programs, the targeting and placement strategy should focus on local visibility and high-impact areas:

• Target Nearby High Schools and Community Centers: Ads near high schools, community centers, and youth-focused events can help reach prospective undergraduates. The goal is to saturate the local market where potential students and their families are likely to see the ads frequently.
• Leverage Community Engagement: Consider advertising in places where the university can engage with the local community, such as shopping malls, sports events, or local festivals. Being seen at these locations reinforces the university’s commitment to the area.
• Make Use of Campus and Commuter Routes: Advertising on routes commonly traveled by current students, such as roads leading to the campus, public transit stops near the university, or popular student hangouts, ensures maximum visibility.
• Seasonal Campaigns for Key Enrollment Periods: Timing the OOH campaigns to coincide with open houses, campus tours, or enrollment deadlines helps reinforce other marketing efforts and keep the institution top-of-mind when students are making decisions.

Measuring Success: What to Track and How to Do It

While measuring the impact of OOH advertising isn’t as straightforward as tracking clicks on a digital ad, there are strategies to gauge its effectiveness:

• Custom Landing Pages and QR Codes: Use unique URLs, QR codes, or phone numbers on OOH ads to track conversions and engagement. This method helps attribute increased traffic or inquiries directly to the campaign.
• Brand Lift Studies: Surveys and brand lift studies can measure increases in awareness, recall, or favorability towards the institution during and after the OOH campaign.
• Monitoring Organic Web Traffic and Social Mentions: Look for organic spikes in web traffic, social media mentions, or search volume that correlate with the timing of the OOH campaign. These are often indicators that the campaign is driving interest.
• Long-Term Brand Impact: For higher education, OOH is often a top-of-funnel tactic. Consider tracking broader metrics like increases in campus visits, inquiries about programs, or even enrollment growth over time.

Looking to the Future: Trends in OOH Advertising

OOH advertising is evolving, with digital inventory playing a growing role. Digital billboards offer more flexibility, allowing advertisers to change messaging quickly or target different audiences at different times. Additionally, the ability to purchase OOH placements programmatically is making it easier to integrate with other media buys, opening new possibilities for higher education marketers.

Despite the rise of digital, OOH’s role in public spaces remains crucial. Almost any brand can find value in OOH because it’s one of the only mediums that can effectively reach people in public settings.

Ready to Boost Your Higher Ed Marketing?

Out-of-home advertising is an invaluable component of a well-rounded marketing strategy for higher education institutions. By integrating OOH with digital efforts, universities can increase their visibility, credibility, and reach. Ready to explore Oodle’s higher education solutions? Learn more here.