Case Studies

Our Work

Chevron

Overview

Chevron is one of the world’s largest energy companies. Exploration is at the heart of its business. Recruiting exceptional geological engineering students represents a core competitive advantage to the growth of their business.

Chevron’s media agency, MEC Global, tasked OnCampus to manage its college recruitment campaign for the last nine years. Their recruiting challenge is reaching engineering and geology students at select feeder schools to promote career opportunities at Chevron.

 

Goal

Target students at top engineering schools to increase the number of applications for full-time entry-level positions at Chevron.

 

Media

Chevron’s recruiting campaigns have included several combinations of media over our 9-year relationship. Examples of media include:

  • InContent digital video and banner ads on college newspaper websites
  • IP-targeted display ads leveraging our database of university IP addresses
  • Print advertising in student newspapers
  • Bulletin board posters in engineering building

 

Results

Chevron continues to attract top quality recruits into its exploration programs by using innovative forms of campus media, including the InContent video.

University of Pennsylvania Summer Program

Overview

The University of Pennsylvania offers a summer education program to students enrolled outside of its undergraduate school. The program offers a diverse academic curriculum so students can transfer back these class credits to their primary university. Its challenge each year is to recruit highly qualified new students to this program.

The U Penn marketing team engaged OnCampus for the past several years to help plan and execute their recruiting plan. Through a collaborative process, OnCampus developed a media plan to reach undergraduate students at local Philadelphia colleges and other leading national universities.

Goal

Build awareness for the U Penn summer programs and increase student enrollment from targeted feeder schools.

 

Media

OnCampus developed a multi-tiered media campaign that delivered a different level of media coverage at each school based on the school’s enrollment. The media mix included a combination of traditional and digital strategies:

  • Bulletin board posters
  • Print and free-standing inserts in college newspapers
  • Online banner display advertising on college newspaper websites

 

Results

The most recent campaign delivered over 380,000 online impressions, 4,800 bulletin board posters, 37 half-page full-color print ads and 80,000 free standing inserts in the college newspapers. OnCampus continues to represent U Penn with their annual recruiting campaigns.

Unilever / Axe

Overview

Unilever launched Axe Peace during the NCAA March Madness Basketball Tournament. The college student market represented a key demographic for this product launch. The promotion included a coupon redeemable at Walmart stores.

Both Unilever’s digital and traditional media agencies engaged OnCampus to help plan and execute its campus media strategies.

 

Goal

Students were directed to redeem their Axe coupon at local Walmart stores close to campus.

 

Media

OnCampus developed and executed a digital and out-of-home campaign targeting 170 Division I College Basketball schools. Digital creative ran across 170 college newspaper websites within the oncampusWEB network simultaneously with 420 out-of-home displays.

 

Results

The combined strategy utilizing digital and OOH amplified the Axe Peace coupon promotion over the month of March Madness. The campaign delivered 6.5 million digital impressions and over 2 million student OOH impressions at 170 campuses across the country.

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