Engineering Market Growth: How Granular Helped MSOE Expand with a Multi-Channel Paid Media Strategy

The Milwaukee School of Engineering (MSOE) is a private, non-profit university located in downtown Milwaukee. Renowned for its experiential learning model, MSOE delivers undergraduate and graduate programs across Engineering, Business, Nursing, Computer Science, and AI. The university’s hands-on education approach, paired with strong faculty mentorship, prepares students to excel in real-world professional settings.

The Opportunity:

MSOE aimed to increase brand awareness and student engagement in untapped markets – specifically Minneapolis and St. Louis. With expansion as the goal, the university sought to grow inquiries and applications in these regions by reaching prospective students unfamiliar with the MSOE brand.

Granular’s Solution:

Granular launched a comprehensive, full-funnel digital strategy to drive awareness, engagement, and lead generation across multiple channels. Spanning one year, the campaign combined both awareness-driven and intent-focused tactics to capture interest and move users through the funnel.

Top-of-Funnel Awareness:

Display & Native Ads: Deployed across premium platforms like The New York Times, The Weather Channel, and Quizlet to reach broad, high-quality audiences.
YouTube Video Ads: Targeted individuals actively researching higher education options.
Meta Ads (Facebook/Instagram): Focused on users interested in college admissions, degree fields, and related topics.

Mid-to-Lower Funnel Engagement:

Remarketing Campaigns: Re-engaged prospective students via Meta and programmatic channels.
Google Search Ads: Targeted high-intent keywords aligned with MSOE’s degree offerings.
Dedicated Landing Pages: Developed conversion-optimized pages for each academic program to improve conversion rates.

The Results:

The campaign successfully introduced MSOE to new audiences and generated meaningful engagement and conversions across the funnel:

13M+ impressions delivered to prospective students in key target markets.
- 11M impressions came from programmatic alone, demonstrating its strength in brand awareness.
2M+ completed video views via YouTube, increasing awareness and interest.
540 higher-funnel conversions such as admissions and financial aid interest.
114 inquiries through landing page form submissions.
24 applications submitted to MSOE.
101% increase in website traffic in Minneapolis.
115% increase in website traffic in St. Louis.

Client Feedback

The MSOE team was highly satisfied with the campaign’s performance. They praised the noticeable uptick in brand visibility, engagement, and new student enrollments, highlighting that the initiative exceeded their expectations in reaching new markets. Due to the strong results, the campaign has been extended for a second year-long flight.