The good news was that we got to tell the world about RIT’s amazing college experience. The bad news is that our primary target is notoriously advertising-averse. Instead of ads, we invited her to show and tell so she could see the things current RIT students were up to.
Rochester Institute of Technology
RIT knew exactly what not to do.
Our media mix met her on Instagram, Facebook, in the middle of her favorite podcasts, and other places where she lets her guard down.
We did create one print ad, but that's only because this was targeting academic peers in an industry publication.
We steered this super bike toward parents, whose main concern is their child's employment options.
