University of Pennsylvania

Company Bio

The University of Pennsylvania is a private Ivy League research university. The university, first established as the College of Philadelphia in 1740, is one of the nine colonial colleges chartered before the U.S. Declaration of Independence. Today it remains one of the top ranked universities in the US and in the world.


  • Industry: Education
  • Location: Philadelphia, PA
  • Size: 28,038 total students


The Ask

ESM was asked to develop an omni-channel digital media strategy to raise awareness of the University of Pennsylvania’s significant contribution to advancing medical technologies within influential leadership circles in relevant industries.

The Challenge

Capturing high-influence targets using a multi-touchpoint strategy to reach users throughout their days, was the primary challenge for this initiative.  Additionally, this campaign occurred both pre and during the height of the pandemic, and we needed to transition our planning accordingly to continue to meet UPenn’s goals. 

Why it Worked

The Approach

ESM identified and captured users who fit the audience profile by activating media in prime geographic segments on major cities where our specific audience targets lived and worked, by utilizing 3rd party audience data, leading content distributors that aligned with UPenn’s mission and reputation, and location based audience determinants.

The Solution

Our primary strategy was to ensure we targeted users at all points in their day, across various touchpoints. This included serving digital display and OTT ads to C-suite executives and titled individuals in relevant, top paying industries, partnering with NPR to reach users across a list of podcasts that align with the interests of our target audience, and activating digital OOH ads in elevators across a curated list of  premier buildings and offices across major cities including Boston, Philadelphia, NYC, DC, Seattle, and San Francisco. 


Campaign Results

This campaign was approved for a relaunch that ran from January – September 2021.

Nov 2019 – Sept 2020 Branding Campaign Results


Video Completions


Video Completion Rate




Impression Overdelivery


Users Reached


At a low cost in NY Times, CNN, Politico, Washington Post, and more
2021 Branding Campaign Results