Expanded Marketing Efforts Now in Market
Respondents reported less familiarity with Dominican compared to other institutions. And of the 43 percent who had heard of Dominican, 57 percent are only familiar with it by name. To build brand awareness within the markets surrounding campus, we’re launching a largescale campaign.
We selected the below advertising locations by maximizing target rating points within the Dominican University campus footprint and primary recruitment areas. Target rating points (TRP) quantify the exposure level of messages that are delivered to a specific target audience in terms of both reach and frequency. This helps us to ensure we are capturing an adequate level of the target audience in each market.
Check out where you can find Dominican:
Transit ads (PACE and CTA)
Bus wraps serve as mobile billboards. We’re advertising on the exterior and interior of PACE and CTA buses that pass through the Forest Park and Forest Glen garages, which gives us strong coverage of both the suburban areas surrounding Dominican and a number of areas on the Northside of Chicago – north of Oak Park and all the way to the lake.
We cannot choose specific bus lines, but rather the garage the buses come out of. We’re also advertising at bus shelters to maximize our footprint and the frequency with which our ads our seen and on the interior of the Green and Blue line, providing exposure for Forest Park/Oak Park/River Forest commuters who may be interested in graduate programs near home.
Billboards
With a large commuter population, billboards allow us to build awareness with those driving near our campus every day. We’ll have a presence at four major arteries:
- Eisenhower (I-290) S/S W/O 25th
- Tristate (I-294) N/O Grand Ave
- North Ave w/o 25thAve
- Milwaukee Ave and Irving Park at Cicero
High Visibility Print
With new full page ad placements in the Chicago Cubs and Chicago Bulls official year books, we’re able to align our brand with a loyal fanbase and leverage two of the most popular sports in America. These souvenir publications are collectibles that are taken home and used as a reference piece throughout the season, providing repeat exposure with an audience of over 3 million.
Mall Advertising
Located in Chicago's affluent western suburbs, Yorktown Mall produces sales in excess of $300 million annually and hosts over 9 million visitors each year. The 1.5 million square-foot shopping center has over 150 specialty stores, 20 restaurants, three boutique fitness studios, an AMC movie theater and a hotel. We have two ad installations, one in each major wing of the mall, ensuring we have brand visibility to visitors throughout the year.