Effective Out of Home advertising strategies for schools, universities and colleges | Clear Channel

While they may not sell products, educational institutions do need to promote the services that they provide. Choosing which school to send your child to is a huge decision for a parent to make, and they’ll want to know exactly why your institution is preferable to any other.

Schools and universities need funding. In order to get this funding, they need to fill spaces. And, in order to fill those spaces, they need to advertise. If a school has features or an atmosphere that makes it truly great, potential students need to know about it. Enter Out of Home advertising.

OOH Advertising for Educational Institutions

Out of Home (OOH) advertising remains a potent tool for college and school advertising campaigns aiming to reach a broad and diverse audience. No matter your institution, OOH advertising can effectively enhance your visibility and engagement within the community. This blog explores various strategies and formats to maximise the impact of OOH advertising in the education sector.

Key Objectives of OOH Advertising in Education

Here are some of the primary goals you might look to attain when using OOH for school and college advertising.

Increasing Brand Awareness

Building brand awareness is crucial for educational institutions to establish their presence in a competitive market - often people associate the term ‘brand’ with businesses, but any organisation needs a brand, schools included. Your brand is how your introduce yourself to the world. OOH advertising allows schools, universities, and colleges to display their name, logo, and unique qualities prominently in high-traffic areas. This visibility helps create a lasting impression on potential students and their families.

Attracting prospective students

One of the primary goals of OOH advertising for educational institutions is to attract prospective students. By showcasing the benefits of attending a particular school or program, institutions can pique the interest of students and parents alike. Highlighting successful alumni, state-of-the-art facilities, and unique programs can be effective in this regard, giving children a glimpse of where they might be studying, and parents an understanding of the reliability of the school..

Promoting events and programs

Educational institutions frequently host events such as open days, workshops, and seminars. OOH advertising can be an excellent medium to promote these kinds of events. More often than not, these events revolve around the idea of getting a glimpse into the school that intrigues you, for whatever reason. OOH can provide a tantalising sneak-peek of an upcoming open day. . With eye-catching visuals and concise information, institutions can drive attendance and participation from both students and the wider community.

Effective OOH advertising formats for education

What’s the best way to get your message across through OOH?

Billboards

Billboards are one of the most traditional yet effective OOH advertising formats - in some shape or form, billboards have been around for hundreds of years. They offer large, prominent spaces to deliver impactful messages. Placing billboards near busy roads, arterial routes into cities, and urban centres ensures high visibility among commuters and pedestrians.

A BMet campaign featuring on an Adshel Live screen

Bus shelter ads

Bus shelter ads provide an opportunity to target commuters and pedestrians in urban areas. These ads can be particularly effective near schools, universities, and bus routes frequently used by students. The close proximity to the audience allows for detailed messaging and calls to action.

Transit ads

Transit ads, such as those found in train stations, have the ability to talk to students as they travel and socialise - whether they’re in their busy university town, or off home to somewhere more rural for the holidays. They can also reach out to parents as they commute, and catch their eye with dynamic, thought-provoking content.

Digital OOH (DOOH) panels

Digital OOH panels can be found in shopping centres, airports, and on the highstreet. The ability to use videos and animations can capture attention more effectively than static ads - and they allow scope for creativity in terms of animation and video content. Additionally, digital panels allow for real-time updates and targeted messaging, making it easy to switch up your campaign at a moment’s notice..

Crafting compelling OOH campaigns for educational institutions

Be concise and engaging

Effective OOH ads for educational institutions must have clear and engaging messaging. Parents want to know exactly what their children will be in for should they choose your school, and kids want a sense of the place’s personality. Given the limited time to capture attention, it is crucial to convey the main messages succinctly. Use simple language and focus on key points that resonate with your target audience.

Strong visuals

Visual appeal is a big part in the success of any OOH advertising. High-quality images, bold colours, and clear fonts can make your ads stand out - but make them too busy, and your message may be lost. Consistent branding across all ads helps reinforce brand identity and ensures that your institution is easily recognisable.

Unique selling points (USPs)

Highlighting the unique selling points (USPs) of your institution can differentiate it from competitors. Whether it's an innovative curriculum, renowned faculty, or excellent job placement rates, make sure these USPs are prominently featured in your ads. This will help prospective students understand what sets your institution apart.

Strategic placement of OOH ds

OOH is more than just splashing your campaign over any available outside surface.

Targeting high-traffic areas

The placement of OOH ads is critical to their success. Ads should be located in areas with high footfall or heavy traffic, ensuring maximum visibility. Motorways, arterial roads, and urban centres are ideal spots for billboards and digital panels, capturing the attention of commuters and pedestrians alike.

Playing with proximity

Placing ads near your educational institution can be highly effective. These locations are frequented by students, parents, and staff, making them prime spots for advertising upcoming events, programs, and enrollment opportunities.

Community hotspots

Identify and target community hotspots such as shopping centres, entertainment venues, and popular cafes. These locations draw diverse crowds, including potential students and their families. Advertising in these areas can significantly boost your institution's visibility within the community, and make your school a familiar name around town.

Integrating OOH with digital and social media marketing

Cross-Channel Consistency

For a cohesive marketing strategy, it’s essential to maintain consistency across OOH and digital channels. There’s no point in spending money on a series of beautiful billboards if the website they recommend to visit looks like it’s seen better days. Ensure that the messaging, visuals, and branding used in your OOH ads are aligned with your digital and social media campaigns. This consistency helps reinforce your institution's identity and message across different platforms, giving a more holistic view of your brand and USPs.

Queen Mary Uni of London displaying their ad campaign on an Adshel Live screen

Utilising social media

Social media can amplify the reach and impact of your OOH campaigns, especially when part of your target audience is made up of young people. Encourage engagement by using hashtags and creating shareable content related to your OOH ads. Interactive elements, such as QR codes on billboards or transit ads, can direct users to your social media pages or website for more information.

Tracking and measuring campaign success

Measuring the success of OOH campaigns is crucial for understanding their effectiveness and optimising future efforts. Use tools such as geo-fencing and mobile data to track the reach and engagement of your ads. Working through this data can provide insights into which locations and formats are most effective for your institution, and which areas to focus your attention on in the future.

Earn high marks in school advertising

We hope you feel sufficiently schooled on the benefits of OOH marketing for educational institutions. Hopefully you’ve come away with some good advertising ideas for schools, and an idea of how to get started.

By strategically using OOH advertising, educational institutions can significantly enhance their visibility, attract prospective students, and promote their programs and events effectively. If that’s what you want for your institution, we’ve got the tools you need to make it happen. Contact us today for advice on how to kick off your campaign..