A multi-channel program built for two campuses, two audiences, and a Chicago location where the obvious answer (building signage) wasn't allowed.
Notre Dame's Mendoza College of Business asked MPP to fill the funnel with qualified leads for its admissions team, across both its South Bend campus and its Chicago program. The job was the same in both places: reach the right audience and drive requests for information, applications, and enrollment.
Chicago added a wrinkle. The Mendoza Chicago campus sits in a strong spot in the Loop, but the building didn't allow signage. MPP needed another way to put Mendoza in front of the audience that mattered.
Paid search and display drove prospective students to the website, where they were segmented and retargeted if they didn't convert. Facebook and LinkedIn ran in-platform lead generation campaigns built around program personas and class makeup, with creative built for each segment.
Market research, including Nielsen-Scarborough data, pointed toward a combination of Pandora streaming radio and terrestrial radio to reach a business-focused, higher-education audience in Chicago. The campaign extended to geo-specific messaging across more than 20 Chicago CTA locations.
Working with location data partner Cuebiq, MPP could identify when a prospective student's device had been near a Chicago station running a Mendoza out-of-home poster, then followed up with display and social ads while they were at the station and after they left.
MPP delivered design work and spec suggestions for Notre Dame's own assets, several of which Notre Dame adopted directly into its campaigns. MPP also produced hundreds of creative iterations at scale, along with traditional materials like shelter signs and transit boards, handling direction, artwork, and final art in-house.
MPP proves time and again that they are invested int he success of SpartanNash advertising campaigns. They respond quickly, solve problems with innovative solutions, and provide honest advice. Anything we've challenged them with, they rise above and always deliver.
The individual pieces of this program, digital, radio, out-of-home, creative, each did their own job, but the results came from how they worked together. That's the same logic behind Orbit, MPP's marketing operating system today, and the Hi-5 questions that drive it: who's being reached, how the pieces connect, and whether the numbers being watched are the ones that actually matter.
Notre Dame's program answered those questions well before MPP had a name for asking them.
