If you’re advertising in the greater Chicago area, you have a lot of options at your disposal. But if you know what you’re doing, only one really makes sense.
For the College of DuPage in DuPage Illinois, that is transit advertising with Pace Bus. When the market is inundated with choices for students to go to college, transit advertising helps CoD make the most of their marketing dollars and target right to the neighborhoods they’re looking for.
College of DuPage is the largest public university in the Greater Chicago area with nearly 22,000 students, but they’re not resting on their laurels. For Laurie Jorgensen, Director of Marketing for CoD, it’s a constant exercise to make sure students are finding out about the opportunities at their campus.B
Making Use of Pace's Unique Advantage
When using transit advertising, you know that your bus will go all around the community and with Pace, you know that you’re avoiding the downtown core, staying in the region where most of the greater Chicago population lives.
“Pace bus is one of the the few outdoor media that we actually use, because they allow us to be mobile, our message is never in the same place becoming background noise,” Jorgensen said.
She’s been running transit advertising with Pace since 2017. Pace is unique in that it allows Adsposure to make sure ads go out of any of the 14 garages in the region. So if an advertiser wants to run ads in only one specific region, they have that luxury allowing them to target the audience they want.
“Pace allows us to target much more than a lot of other mediums. For us, that’s really important because we’re not going to be I’m not going to be attracting students from downtown Chicago,” Jorgensen said.
The challenge Jorgensen faces when it comes to advertising CoD in the greater Chicago area is that their students are of all ages and it’s hard to know exactly where all those potential students will be all the time. It’s easy to target high school students, adults not so much.
“Adults generally go back to school for very different reasons and we don’t know when those reasons are going to come up. So we have to be out there all the time, and constantly out there getting our message out so that we can let adult students know that we’re here to support them,” she said.
Bus Advertising Shows a Proven Effectiveness
Jorgensen uses a majority of bus tails as a part of her transit advertising strategy.
Tails are perfect because they are right in the drivers face constantly while the bus is in traffic and so the messaging can be constant and impossible for them to miss.
But there is another benefit
“The tails we like because we can switch them out very frequently, update the messages, we can use them for events, because we can do them for a few weeks, and then change them out,” she said. “So they’re very, very flexible for us and allow us the greatest amount of flexibility and message.”
Because of that Jorgensen said advertising on Pace buses has proven to bring a good return on investment, especially when there’s a clear call-to-action.
Supporting College of DuPage Every Step of the Way
It’s important to us to make the transit advertising experience as easy as possible for all of our clients.
And we’ve done just that for College of DuPage.
“I think the most beneficial part of our partnership with Adsposure is their expertise in their medium,” Jorgensen said.
“They understand the type of ads that will work on the buses, the type of artwork that will work and being a real consultant to us in making the most of our message.”