From Commute to Classroom: How OOH Connects Schools with Students

August 15, 2024

Did you know that 9th graders in New York City average about 31 minutes commuting to school each day? This daily journey presents a valuable opportunity for schools and universities to connect with key audiences through out of home advertising (SOURCE: Steinhardt NYU). Here in New York within our renowned extensive public transit system, schools and universities are capturing the attention of students, parents, and young professionals alike by showcasing what makes their institution stand out.

One school that rose to the challenge is Rochester Institute of Technology. Many New Yorkers were unfamiliar with RIT, so the school leveraged transit advertising to build awareness of its status as one of the top universities in the nation. STUDIOS, our in-house creative agency, played a pivotal role by designing the campaign's creative, which featured RIT’s distinctive color scheme. Compelling informational copy highlighted the university’s message. Strategically, the Station Domination was located in the Grand Central/42nd Street subway station, boosting the school's brand awareness in one of the city’s busiest commuter hubs.


RIT further engaged local alumni by organizing a social call to visit the station and see the Domination first-hand. Some of the students featured in the ads even joined themselves! Sharing their experiences on social media further amplified the campaign's reach. The results of the campaign were impressive, with approximately 33,000 impressions among the desired target audience driving 638 website visits (SOURCE: Flowcode). By showcasing thriving students and alumni, RIT made a memorable impression on New York City commuters and attracted prospective students.

Similarly, the City University of New York, the largest urban university system in the U.S., launched the “Degrees without the Debt” campaign to boost awareness and enrollment. This campaign highlighted CUNY’s exceptional qualities through student models. Its message emphasized affordable tuition, convenient locations, and a diverse range of academic programs. By utilizing digital bulletins, Bus Kings, subway Brand Trains, Liveboards, and 2-sheet posters, the campaign reached commuters in multiple locations and formats. 


The impact? 17,903 web page visits from bus media and 6,700 from MTA subway advertising, leading to 270 application starts on the website (SOURCE: CUNY).

Lastly, Emory University launched a comprehensive brand awareness campaign to align with both the public launch of its fundraising initiative and admission season. The bold, confident approach aimed to elevate Emory’s profile in Atlanta, New York, and Washington, D.C. These three key markets, collectively representing over 60% of Emory's alumni base, are critical for student recruitment.


The creative execution was particularly noteworthy, as STUDIOS skillfully blended traditional Emory branding with a modern, aspirational aesthetic. Minimalist profiles of faculty and students who are leaders in their fields were paired with bold taglines positioning Emory itself as a leader. The campaign also incorporated QR codes to drive engagement and track response. It not only reinforced the university's academic strengths but also connected emotionally with audiences, portraying Emory as a forward-thinking and transformative institution.

To further enhance the campaign's reach, Emory’s Marketing and Digital Strategy team developed a comprehensive social media framework complementing the OOH efforts. This cohesive strategy successfully increased digital engagement, leading to a 120%+ rise in homepage visitors in New York City and D.C., and more than 20,000 social engagements, many through an Instagram contest featuring the hashtag #TheEmoryWay (SOURCE: Emory University).

Out of home advertising offers a powerful solution for schools and universities looking to stand out in a competitive market. By strategically placing creative, engaging ads where students and their families are most likely to see them, institutions can effectively communicate their unique value propositions and connect with their audience in meaningful ways.

Ready to explore how OOH can elevate your school's presence? Contact us today to learn more about how we can help you reach the right people at the right time. 

Authors: Evelyn Zeng, Marketing Intern @ OUTFRONT

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