Bowie State University

The Challenge

Bowie State University is one of the most respected Historically Black Colleges and Universities (HBCUs) in the United States.

With a rich history and a commitment to providing high-quality education, Bowie State is always looking to elevate its visibility and boost enrollment.

With the changing landscape of higher education, the University faces unique challenges in connecting with potential students in meaningful and authentic ways.

We started with market and audience research to better understand the preferences and behaviors of our various target audiences.

This research informed the development of the digital media plan that complemented and supported Bowie State’s traditional marketing efforts.

Media Planning and Buying

With a media budget of $500K for 2023, we leveraged a mix of digital channels to meet our objectives. The digital media channels included:

Tracking and Reporting

At the beginning of the campaign, we set up tracking mechanisms using Google Tag Manager and Google Analytics 4 to monitor campaign performance. This included:

Our strategic and integrated marketing efforts resulted in significant improvements in Bowie State University’s visibility and enrollment metrics. The “Bowie Bold” campaign effectively connected with the target audience and achieved the university’s goals. Bowie State University was able to elevate its brand, engage with its target audience, and boost their enrollment numbers.