The Theatre School at DePaul University is a world-renowned conservatory in Chicago, Illinois. Because of its reputation, the university has a large pool of applicants every year. But rather than quantity, The Theatre School desired higher-quality applicants. That's why, when MediaCross dove into The Theatre School's circumstances, targeted digital marketing was our top suggestion.
The school wanted to leverage digital marketing to identify and recruit students for its most niche Bachelor of Fine Arts programs, including Dramaturgy and Set Design, as well as Master of Fine Arts programs in Directing and Acting. Not only did The Theatre School at DePaul want to reach new, hard-to-find prospective students, it also sought ways to increase awareness of the school's quality and prestige in order to compete for students applying to DePaul's top competitors.
Considering the two-pronged goals—to further reinforce its status as a top performing arts conservatory and to reach the upper echelon of theatre talent in the nation—MediaCross designed two digital ad strategies to reach BFA and MFA prospective students
Our first campaign launch targeted eight distinguished summer theater arts camps using geo-targeting and IP targeting to generate inquiries and keep The Theatre School top of mind with students who would soon begin the application process. Students attending these competitor theatre camps aligned with recruitment needs: to find new students with a premium talent level and theatre engagement whose families also had the ability to pay.
MediaCross executed a suite of digital ads with messaging about scholarships and four of the school’s most niche programs, including directing, design, dramaturgy and playwriting. The ads used vibrant colors, incorporated impactful photography and used compelling wording to entice users to click to one of three landing pages with corresponding copy to request more information.