College Enrollment Marketing: How Universities Are Using High School OOH Displays to Drive Enrollment
As the competition for college-bound students intensifies, universities are rethinking their outreach strategies. Traditional digital ads and mailers aren’t enough to cut through the noise—especially when targeting Gen Z. That’s why many forward-thinking institutions are turning to place-based out-of-home (OOH) advertising in high schools to connect with students where they are: in the halls, cafeterias, and common areas of their schools.
Why High School-Based OOH Works
As the competition for college-bound students intensifies, universities are rethinking their outreach strategies. Traditional digital ads and mailers aren’t enough to cut through the noise—especially when targeting Gen Z. That’s why many forward-thinking institutions are turning to place-based out-of-home (OOH) advertising in high schools to connect with students where they are: in the halls, cafeterias, and common areas of their schools.
High school OOH displays—such as posters, digital screens, and take-one brochures—offer daily visibility in a trusted, familiar environment. Students walk by these displays multiple times a day, creating natural and repeated exposure to your college or university’s messaging. Unlike social media or email, OOH isn’t skippable. And when it's placed in a high school, it feels hyper-relevant and community-aligned—not like an ad, but like part of the school's own effort to support students’ futures.
These Out-of-Home displays often act as conversation starters. When students see campaign materials featuring university deadlines, financial aid information, or scholarship programs, they’re more likely to ask questions during advisor meetings. Guidance counselors and college advisors report that these visuals not only catch students’ attention but also help initiate meaningful one-on-one discussions about college pathways, online degree options, and scholarship planning.
Top Benefits of Using High School OOH for College Recruitment
1. Unmatched Proximity to Your Target Audience
Placing your campaign directly in high schools ensures you’re reaching students during decision-making moments. These are the days when they’re talking to guidance counselors, researching financial aid, planning college visits, and weighing application choices. By integrating your message into their everyday environment, you become part of the conversation—not an outside voice shouting from a distance.
Being present inside high schools helps universities bridge the trust gap. Students see your name consistently and begin to view your school as both accessible and serious about serving their community. This is especially effective for schools seeking to increase applications from underrepresented or first-generation college students.
2. High Dwell Time and Repeated Exposure
From lunchrooms and locker banks to gym entrances and school stores, students frequently pass by high-visibility zones throughout the day. Place-based OOH makes use of this dwell time by offering eye-level engagement, meaning your message is seen again and again without requiring additional effort from the viewer.
Research shows that repeated exposure improves both brand recall and favorability. When students see a message multiple times in familiar, comfortable settings, it feels more trustworthy. This consistent presence builds familiarity and increases the likelihood of action—whether that’s scanning a QR code, taking a brochure home, or initiating a conversation with a parent or counselor.
3. Increased Recall and Consideration
Today’s students are inundated with digital noise—from social feeds to streaming platforms. Breaking through requires something tangible, visual, and rooted in their real-world environment. That’s where high school OOH shines.
By displaying campaign messaging at eye-level in shared spaces, schools gain exposure that is both passive and powerful. Students aren’t interrupted—they’re reminded. This difference leads to greater brand recall and, in many cases, increased consideration when it comes time to apply. University marketing teams that combine clear calls to action with visually striking creative see higher engagement levels from OOH than from many digital alternatives.
4. Counselor-Friendly Format
School counselors are on the front lines of college guidance. When your advertising is displayed in a way that supports their mission—through posters with clear deadlines, brochures about scholarships, or visit sign-up links—you become a partner, not just a marketer.
Many high school counselors report that having physical materials available helps spark conversations with students who may not be actively considering college yet. By positioning your university as a helpful resource, you tap into the influence of trusted adults within the school setting. This can be especially powerful for colleges promoting programs for first-generation students, financial aid assistance, or community college transfer pathways.
What Types of Campaigns Work Best?
Application Deadline Awareness: Posters and digital screens reminding students of important dates keep your school top-of-mind and create a sense of urgency.
Scholarship Program Promotion: Use take-ones and window clings to highlight scholarships available to local students, increasing accessibility and equity.
Campus Visit Campaigns: QR codes that link to virtual tours or sign-up pages make it easy for students to explore your campus.
Pathway or Bridge Programs: Promote dual-enrollment, community college transfer options, or early-college programs directly within high school environments.
Out-of-State or Diversity-Focused Recruitment: Use OOH to build awareness in new regions or to promote inclusive messaging in multicultural schools.
Online Degrees and College Courses: Online degree programs have transformed higher education by allowing students to learn from anywhere, on their schedule.
Pro-Tip: These campaigns are very successful when paired with a strong visual identity, clear CTA, and easy digital follow-up (like scan-to-apply or text-to-learn-more).
Real-World Examples
📍 Midwest Public University
A regional university in the Midwest partnered with PlaceBased Media to run a 6-week OOH campaign across 120 high schools. The campaign featured digital hallway screens and restroom posters with QR codes linking to their application portal and virtual tour.
Result: 22% increase in traffic to their application page from targeted zip codes and a 14% increase in early applications compared to the previous year.
📍 California Community College System
To boost awareness of its free tuition initiative, a community college district in California placed branded posters and bilingual brochures in 80 high schools serving predominantly Hispanic and first-generation students.
Result: A noticeable increase in FAFSA completions and direct inquiries from high school seniors, with several schools requesting additional materials due to student interest.
📍 Historically Black University (HBCU)
An HBCU launched a campaign across 60 high schools in metro Atlanta using take-one brochures and display stands promoting their STEM program and scholarship opportunities.
Result: Their admissions team reported a record number of applications from the Atlanta area, citing the campaign as a key driver in counselor referrals.
If you’re looking to boost awareness, drive applications, and build long-term brand visibility with future students, high school-based OOH advertising is one of the most targeted, efficient, and impactful ways.
