Objective

SUNY Canton is Northern New York’s premier college for career-driven bachelor’s degrees, associate degrees, and professional certificate programs. Like many colleges, it found the right prospective students difficult to reach efficiently, particularly working adults already employed in the fields its programs serve. Remaining competitive meant putting program benefits in front of an audience genuinely positioned to enroll.

Strategy

Hospital campuses concentrate exactly that audience: working professionals with a high concentration of educated consumers and $100K+ households, many of them actively considering credentials that advance their careers. Hospital Placed Media offered SUNY Canton a niche, qualified audience that broad-reach channels could not isolate.

Execution

SUNY Canton partnered with Innovare Media to feature its programs at two hospitals in 2016, then significantly expanded exposure across six hospitals by 2018 on the strength of early results. Eight displays delivered 240 exposures per day and more than 15.5 million annual impressions. The college tracked direct inquiries and noted an increase in enrollment for the specific programs promoted at these hospitals.