Paid Digital Advertising for AU24

The Office of Strategic Enrollment Management partnered with Scarlet Studio in the Office of Marketing and Communications to engage in a paid digital media campaign to support AU24 undergraduate recruitment initiatives. For the last six years, the Office of Marketing and Communications has collaborated with Strategic Enrollment Management in their recruitment efforts of new first-year students. The AU24 campaign focused on priority markets across the United States and Ohio, where particular emphasis was placed on rural markets. 

Focus areas of the campaign

• Highlight campus life, academic experience and affordability
• Demonstrate to residents the opportunity to earn an Ohio State degree at any of the university’s campuses across the state
• Encourage application by the higher-priority Nov. 1 early action deadline 
• After. Nov. 1, encourage application by the Feb. 1 deadline

Takeaways and recommendations from previous campaigns informed the development of a more optimized campaign at the outset.

At a high level, the AU24 campaign approach took the following into consideration:

Campaign results