NEW MARKETING SOLUTIONS FOR COLLEGES, UNIVERSITIES AND SCHOOLS


Case Studies

The time has come for this. Our audience is increasingly using media that our industry has not been out in front of. The kind of collaboration that Door No. 2 represents, between a team that understands strategy and a team that understands new media, will help us reach our audience where they are with our message rather than expecting them to come to us.

-Miriam Tillman
Assistant Vice President, Marketing and Creative Services, UMBC
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A Groundbreaking, Social-Media Centered Campaign

UMBC turned to Door No. 2 to collaborate with its internal marketing team on a new campaign to boost undergraduate applications.

Research conducted by Door No. 2 indicated that thoughts about community were central for UMBC's target audience. Working collaboratively with UMBC, Door No. 2 developed a campaign concept based on these research findings. The campaign included direct mail, radio and outdoor advertising.

Because the theme was community, it made perfect sense to employ social media tools in the campaign. Rather than hire a professional photographer for the print collateral, Door No. 2 purchased digital cameras and distributed them to students. This student team was coordinated by a Door No. 2 staff member by means of a Facebook group.

At the heart of the campaign was a social media aggregator site designed with the sensibility and online habits of college students in mind. Door No. 2 worked with a core team of UMBC students to seed the site with content, then turned it over to the UMBC community. Prospective students can visit the site to experience the UMBC community first hand.