NYU Silver wanted to boost enrollments for their two main programs – their flagship Master of Social Work (MSW) and their prestigious Doctor of Clinical Social Work (DSW) – and promote their smaller satellite campuses in New York state, Rockland and Westchester.
The NYU Silver creative had a big job to do – unite, inspire and engage with an audience doing super important work in New York state communities. Exploring the activist roots of the school, we used powerful and emotive language to rouse action.
And, when paired with our bold design, it really stood out. Resulting in creative that matched Silver’s zest for change, speaking directly to social workers of all levels, from those just starting out to those taking leadership roles in the space.
The media plan was divided into the two main programs and the two satellite campuses. From there, each had a good weighting on Google search, Facebook, LinkedIn and programmatic display advertising. This broad range of platforms allowed us to use a blend of hard-hitting punchy messaging and longer-form, more compassionate and rallying copy.
"Net Natives is a true partner in our admissions marketing. Deeply researched messaging, innovative creative assets, and smart platform strategies were just the start. They are constantly tracking performance and looking for opportunities for optimizations."
- Laura Morrison, Associate Director of Communications NYU Silver
And the results?
We saw both a 9% decrease in cost per lead and a 74% increase in CTR from when this new creative launched. The campaign generated 72 applications for NYU Silver with a cost per application of $2,171, well below their target CPA.