NYU


Generator Media + Analytics + New York University
Increase Brand Awareness


142%

Increase in Site Visits

Challenge

New York University wanted to generate awareness for their innovative new facility within Brooklyn’s MetroTech Center. The building features 500,000 square feet of space for science, technology, and engineering programs, and spotlights NYU’s unique ability to blend their world-renowned art and creative pedigree (Washington Square Campus) with a new cutting-edge technology center. Secondary goals included:

Build interest among students, faculty and alumni
Continue attracting the brightest students and high achieving faculty
Emphasize NYU’s commitment to the local community by highlighting its investment, expansion and presence in Brooklyn’s Tech Triangle

Solution

  • Social Media Management

Our strategy called for out-of-home and digital media in Manhattan and Brooklyn. NYU had its own OOH assets for this initiative, so we were able to focus on digital tactics for precision targeting and capitalize on value-added opportunities with trusted media partners:

NYU-owned and earned media was promoted using content amplification tools to drive traffic to the new “NYU in Brooklyn” website
SEM supported awareness initiatives and created an easy path for searchers using specific search queries
Video assets were amplified on YouTube and other social activations, garnering thousands of new unique and completed views
We partnered with publishers for content and social media buzz
In the tech space, they produced original endemic branded content
In Brooklyn, publishers geo-targeted stakeholders and prospects
We deployed multiple waves of tactics and creative to maximize our investment, align with earned media, and generate/build/sustain awareness from Spring 2017 to the anticipated campus grand opening to students in the fall of 2018.

Results

  • 142% Increase in Site Visits

Wave One exceeded expectations:

8.8 million impressions served through search, social,
video, content amplification, and local digital campaigns, over
280,000+ video views at an average View-Through-Rate of 6.5%
Over 15k new site visits within two months of the launch
Wave Two built on Wave One’s success:

+142% additional increase in organic site traffic
Average VTR for video campaign rose from 6.5% to 17%
CTR more than doubled from Wave One, while CPC improved by 25%

New York University

The Client
New York University

Education Services
~17,230 Employees
Generator Media + Analytics

The Agency
Generator Media + Analytics

New York, New York
~50 Employees