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University of Pittsburgh at Bradford

Recruitment campaign surpasses conversion goals by 75%

Pitt-Bradford campaign embraces its location to attract the right-fit students.


  • Content
  • Media
  • Strategy
  • Studio

  • Higher Education

  • Student Recruitment

The Goal

The University of Pittsburgh at Bradford's challenge was their location — given that Bradford is a small town, just a short drive from Buffalo and other metropolitan areas. Little did they know, their problem was also one of their biggest assets.

With "Love Where You Learn," we were reaching two main recruitment audiences: city and rural students. 

College can be transformative. Students are looking for the right mix of value and successful outcomes - but they also yearn for unforgettable experiences. It’s that time in life when everything seems possible. Not yet tied down by responsibilities of work, family and bills. Excited for freedom. Ready to explore. That’s where Pitt-Bradford has something truly special: location, location, location.

The Story Behind "Love Where You Learn"

At Pitt-Bradford, you’re going to love the view from up here. On our campus, we cultivate new ideas. We explore new environments. We engineer the next generation’s most creative minds. We take the spark of ingenuity and light up futures worth the investment. Up here, we make futures that defy expectation.

Pitt-Bradford. Love where you learn.

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The Solution

  • Earthy and outdoor-focused messaging and imagery to reinforce the spectacular campus setting.
  • Energetic and aspirational call to action for the campaign – who doesn’t want to love where they learn?
  • Multiple locations and voices in vertical video series to reflect Pitt-Bradford’s diversity.
  • Strategically placed paid search, streaming radio and digital/social ads with optimized, performance-based targeting.

A group of four smart phones with students of Pitt Bradford on them doing a variety of activities.

In FY23, the student recruitment campaign produced over 40,000 page views to the application page. This number surpassed out page view goal by 14.16% compared to FY22. 


At the end of FY23, the student recruitment campaign finished with an average cost per page view of $1.75 and a cost per conversion (Apply Now Click) of $39.11. 


Of the over 40,000 application page views that were generated in FY23, over 7,200 converted on the page and moved on to the application. This surpassed our conversion goal by over 75% compared to FY22. 

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