Project Overview

Tufts University is a top private research university, considered a leader in higher education. Tufts ranks #6 of 756 for ‘Best Colleges for Education in America’ as reported by niche.com and ranks #32 in Forbes.com list of America’s Top Colleges. Tufts has over 150 majors and minors, as well as a robust summer program. Tufts wanted to expand the awareness of the summer program to undergrad students and high school students. Zero Gravity Marketing crafted a multi-faceted marketing campaign that targeted specific audiences and garnered impressive momentum for these programs.

The Challenge

Tufts needed to increase awareness and enrollment for the 2017 Summer Programs. In December of 2016, Tufts University enlisted the help of Zero Gravity Marketing to create a strategic, holistic marketing campaign based on intensive market research.

Outcome

The knowledge gained through upfront market research led to a comprehensive marketing strategy that left no stone unturned. The marketing strategy provided by Zero Gravity Marketing allowed Tufts to speak to previous and potential students with unique and compelling messages within appropriate channels.  Influencers in the education space proved to be a persuasive audience in the purchase decision for the target audiences that Tufts was looking to influence.  With the right balance of social media, digital media, print, email marketing, radio, and more, the campaign drove 569 inquiries to the program.

Results

10,922,728

The total number of campaign impressions

37,862

The amount of campaign clicks through organic and paid search

Diverse Marketing Channels

In order to spread awareness of the Summer Programs at Tufts University, we researched all of the best adverting platforms for their target audience. Then, we tackled each one head on with a very specific buyer persona in mind. From Pandora Radio to The Patch local newsletter to a comprehensive digital marketing strategy, our marketing campaign covered all of the bases.

App Advertising

To Reach the Targeted Audience Directly Through Pandora Radio

Paid Digital Marketing

To Gain Immediate Traction via Paid Search, Remarketing, and Facebook Ads

Local Advertising

To Attract the Attention of the People Most Likely to Enroll

Email Marketing

To Keep Potential Students in the Sales Funnel

Custom Landing Pages

Through custom landing pages we were able to target very specific audiences in our PPC, remarketing, and Facebook adverting. These audiences included people interested in: the School of the Museum of Fine Arts, the nutrition program, general summer studies, undergraduate/graduate studies, pre-college classes, and flexible schedules and online schooling.

Services Performed:

  • Marketing Strategy & Planning
  • Website Restructuring & Copy Adjustments
  • Banner Ad Creative & Management

    Multiple Platforms, Including Google AdWords, Pandora, Patch, Instagram, Facebook & oncampus advertising

  • Custom Landing Pages for Each of the 6 Target Personas
  • Developed a Slate CRM Strategy for Lead Nurturing
  • Print Advertising, Direct Mailer Creative & Copy
  • Influencer Outreach
Google Premiere Parnter
Inc 5000 Fastest Growing Company 2019
Connecticut Art Directors Club
250x250 C3x
Hubspot Center