Colorado State University-Pueblo

OVERVIEW:

Transitioning from being a commuter school to a more traditional, residential campus presented opportunities and challenges for Colorado State University-Pueblo (CSU-Pueblo). The college had historically been known as the University of South Colorado in Denver and Colorado Springs. At the same time, as the college began to recruit throughout the rest of the state and beyond, there was some confusion in consumers' minds with Colorado State University in Fort Collins. As a result, CSU-Pueblo partnered with Comcast Spotlight to increase enrollment and attendance at campus events, such as a speaker series, which were open to the public.

STRATEGY:

CSU-Pueblo took advantage of Comcast Spotlight's multi-screen advertising capabilities and its I+ platform in the Denver market to reach its primary audience of adults 18-28 and secondary audience of teenagers (12-18), including Xfinity, DIRECTV and DISH customers. Television advertising aired during Colorado Rockies games and on networks like ABC Family, Discovery, History, MTV, A&E, USA and ESPN. The university utilized a run-of-schedule plan on XFNITY.com, creating a strong, concentrated presence by running the same advertisement on both platforms.

SUCCESS:

  • Increased year-over-year enrollment.
  • Open-to-the-public seminars exceeded anticipated turnout.

 

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