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 19, 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 our target audiences and connecting them directly with HBC’s web presence to encourage engagement with our content and social channels.
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
Design Thinking: The unique nature of this donor-named dedicated convening space required a new precedent in our logo architecture. The location lock-up was defined out of the need to acknowledge the name of the space in close proximity to our Johns Hopkins primary logo for exterior welcome signage and the interior donor wall.
Outcome: Using our campaign model, we successfully reached a broad D.C. audience across multiple advertising platforms. In the 60 days following the October 2023 launch, digital ads for the awareness campaign produced 52.1M impressions, 396.4K clicks resulting in over 11,390 leads, and more than 4,617 social followers.
