Higher Education and Advertising: Why the New York Market Makes the Honor Roll

We asked Corey Petruccelli Vice President of National Sales for New York Interconnect NYI a joint venture between Altice USA Charter and Comcast about the impact that the New York market has on a universityamp8217s advertising strategy The New York DMA is not only the most affluent market with the most 4yeardegree granting institutions in the county it is also known to set the tone for other markets across the nationPetruccelli spoke about three key points that prove most advantageous to universities when it comes to advertising to prospective students and their families First the importance of the New York market for outofstate schools Next the significance of precise targeting when it comes to reaching prospective students Finally the impact that a combination of TV and Digital strategies have on the outcome of a campaignThe New York MarketAdvertising in the New York DMA presents an opportunity not just for instate schools but for outofstateschools too Over 10000 New Yorkers leave the state for college according to the US Department of Education Plus New Yorkers are 88 more likely to have a net worth of over 2 million dollars The affluence of this region makes it an essential target for any advertising strategy quotWe can reach the right audience on the right device at the right timequot Petruccelli saidTargeting Prospective StudentsThe New York DMA also has nearly 1 million prospective students in the area who are targetable Research shows that 296859 households plan to have a child in college within the next 12 months and 562041 households plan to pursue a degree or certification in the next 12 months This sizable audience presents an opportunity for universities and colleges to effectively promote the attributes that set their institution apartTV ampamp DigitalThe power of TV and digital marketing strategies on prospective students and their families is particularly impactful in the higher education sector because the decision on where to go can be an emotional one For most where to attend college is one of life39s major decisions quotPremium video brings sight sound and motion to the equation that helps make that emotional connection to prospective students and their familiesquot Petruccelli explained He noted that the best performing creative for this industry often has an emotional appeal to showcase the benefits of a particular college experience and why that student may connect with a university Whether a student is looking for a specific academic area of concentration a certain social element a sportscentric atmosphere or anything else they could be seeking TV advertising is an ideal way to connect with students and present what each individual university has to offerSince the onset of the pandemic the sector has shifted to include more digital marketing which is one of the reasons that NYIamp8217s approach is so valuable especially considering its targeting and reach capabilities have the ability to pinpoint an audience at scale regardless of how when or where people are watching By targeting all screens this strategy also reaches all generations Gen Z spends more time online consuming video content NY Interconnect uses its Audience One platform to identify the target audience and deliver a message across best in class cable networks and streaming devices This strategic multiscreen approach spans across 72 million screens and over 100 of the mostwatched premium networks including News 12 and NY1A Campaign That Benefits EveryoneThe higher education industry tends to focus its advertising dollars during the early fall ahead of the open enrollment period The goal is to get prospective students to attend their open house events where universities and colleges hope to get students to apply A comprehensive marketing campaign is key in educating prospective students and families and making them aware of tour dates and application deadlinesIn addition to seeing the potential for higher education to scale their digital advertising efforts Petruccelli also sees a lot of potential in the future generation of business leaders In his spare time Petruccelli works with the mentorship program at the College of Mount Saint Vincent in Riverdale New York The program pairs graduating business students with business professionals to coach them through the transition into the workplace As an ambassador to students as well as a vice president of sales at NYI he recognizes that advertising efforts for the higher education market is a winwin It certainly benefits the university as far as recruitment but it also helps keep students informed so they can make the choice that can best serve their futuresquotI fundamentally believe in fostering talent and giving backquot Petruccelli said amp8220I also believe in providing every possible advantage to my clients Itamp8217s great that one solution can be so beneficial to the universities that are advertising as well as the prospective students who are facing such a big life decision Iamp8217m glad to be able to be a part of thatquotSource 1 Scarborough NY DMA vs USA Release 1 Household Total Dec 3920 amp8211 April 2022Source 2 Scarborough USA2022 Release1 Household Total Jun2020Nove 2021 Index based on NY DMA vs Total USBrandie Feuer contributed to the writing of this articleClick the social buttons to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

APPLY FOR JOBS | SUBMIT YOUR RESUME | REGISTER FOR FREE MEDIAVILLAGE CONTENT

Higher Education and Advertising: Why the New York Market Makes the Honor Roll

Publish date

Channel

APPLY FOR JOBS | SUBMIT YOUR RESUME | REGISTER FOR FREE MEDIAVILLAGE CONTENT

Higher Education and Advertising: Why the New York Market Makes the Honor Roll

Enjoying This Commentary? There's More to Love

TAGS:

Cookies