COMPANY
YEAR
BUDGET
ROLE
Project description
Oregon State University's College of Engineering launched a multi-channel awareness campaign to increase visibility of the Master of Engineering (MEng) degree and position it as a compelling alternative to traditional research-focused master's programs. The campaign used carousel and single-image creative assets to educate prospective students about the benefits of a coursework-based master's degree while driving traffic to program pages for future remarketing and lead nurturing efforts.
Timeline
Spring - Summer 2026
Awareness campaign launched across paid digital channels and concluded at the end of August, followed by a remarketing phase targeting website visitors with testimonial-focused creative.
KPIs
Success was measured against several key objectives:
Increase awareness of MEng programs
Drive qualified traffic to graduate program pages
Build remarketing audiences for future recruitment campaigns
Generate top-of-funnel engagement
Increase consideration of MEng programs among prospective engineering graduate students
Process
Research & Planning
Research identified a key awareness gap: many prospective students were familiar with Master of Science (M.S.) programs but had limited understanding of the professional, coursework-based MEng pathway. Messaging focused on differentiators including:
No thesis requirement
Completion in as little as one year
Industry-focused curriculum
Career advancement and leadership development
Audience and creative strategy were designed to reach prospective students early in the decision-making process and encourage exploration of graduate engineering options.
Implementation
The campaign utilized:
Carousel ads showcasing multiple engineering disciplines and career pathways
Single-image awareness ads highlighting key MEng benefits
Highly relevant MEng landing page meant to showcase key benefits of the MEng pathway
Traffic generated from the campaign was used to build remarketing audiences, allowing the recruitment team to re-engage prospects with more targeted messaging later in the enrollment cycle.
Results
4K
new users to the engineering website to use for remarketing audience building
4.8K clicks
At a CTR of 0.10% and a CPC of $2.45
Expanded awareness and new user engagement
Rather than focusing solely on immediate conversions, the campaign created awareness and consideration among prospective students who may not have previously understood the value of an MEng degree. By combining educational ad creative with a structured remarketing strategy, Oregon State expanded the graduate recruitment funnel and built a foundation for future inquiry and enrollment growth.
DESERT FOX DIGITAL