Challenge MCTS wanted to attract more student riders from local universities and colleges. MCTS needed to increase awareness of the program to the students at those universities.
Students fall into one of the more challenging media demographic cells.
Their media usage habits are difficult to track and generally fall outside of mainstream media vehicles. The Versant media team created a media strategy using alternative publications with high distribution on campus and an aggressive cable television campaign. All televisions in the public areas of both university buildings and dormitories have cable. By hand selecting programs that indexed high with students currently attending college, our media team developed an extremely targeted cable television campaign. In addition to broadcast, the media team also negotiated multiple insertions of the print ads in selected newspapers.