Hopkins in D.C. – Bloomberg Center Launch
Greater Reach. Global Impact.
Department Responsible: University Communications
Collaborators: Mission Agency
Goal: Announce Johns Hopkins University’s new footprint in Washington D.C. and increased proximity to the nation’s capital.
Timing: The official opening of the Johns Hopkins Bloomberg Center, located at 555 Pennsylvania Avenue in Washington, D.C., was October 6, 2023. From October through December 2023, a large-scale out-of-home (OOH) marketing campaign ran to generate buzz and awareness on the ground in D.C. By taking over advertising space in major transit areas like metro stations, airports, buses, and trains, the campaign served as an announcement and “stake in the ground” for Hopkins as we established our newest home in Washington.
From February through June 2024, a large-scale digital marketing campaign ran to increase awareness and move target audiences toward active engagement with HBC’s website. By placing ads in top media and press outlets read by an engaged audience, we were reaching the right people and connecting them directly with HBC’s web presence so that they could dig deeper.
Audience:
- Primary: Washington D.C. community
- Secondary: General Awareness
Deliverables: Paid large-format advertising; digital and social media, campaign landing page, environmental graphics, hype videos, HUB coverage
Outcome: Using our campaign model, we successfully reached a broad D.C. audience across multiple advertising platforms. Since the October 2023 launch, digital ads have produced 52.1M impressions, 396.4K clicks resulting in over 11,390 leads, and more than 4,617 social followers.
