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 university’s advertising strategy. (The New York DMA is not only the most affluent market with the most 4-year-degree granting institutions in the county, it is also known to set the tone for other markets across the nation.)

Petruccelli 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 out-of-state 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 campaign.

The New York Market

Advertising in the New York DMA presents an opportunity not just for in-state schools, but for out-of-state-schools, too. Over 10,000 New Yorkers leave the state for college, according to the U.S. 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. "We can reach the right audience, on the right device at the right time," Petruccelli said.

Targeting Prospective Students

The New York DMA also has nearly 1 million prospective students in the area who are targetable. Research shows that *296,859 households plan to have a child in college within the next 12 months and *562,041 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 apart.

TV & Digital

The 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 life's major decisions. "Premium video brings sight, sound and motion to the equation that helps make that emotional connection to prospective students and their families," 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 sports-centric 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 offer.

Since the onset of the pandemic, the sector has shifted to include more digital marketing, which is one of the reasons that NYI’s 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 most-watched premium networks including News 12 and NY1.

A Campaign That Benefits Everyone

The 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 deadlines.

In 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 win-win. 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 futures.

"I fundamentally believe in fostering talent and giving back," Petruccelli said. “I also believe in providing every possible advantage to my clients. It’s 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. I’m glad to be able to be a part of that."

*Source 1: Scarborough, NY DMA vs USA+, Release 1, Household Total (Dec '20 – April 2022)

*Source 2: Scarborough USA+2022 Release1 Household Total (Jun2020-Nove 2021). Index based on NY DMA vs Total US

Brandie Feuer contributed to the writing of this article.

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