In 2019, the American Public Health Association held its Annual Meeting & Expo in Philadelphia, attracting more than 17,000 attendees. As the city’s top-ranked school of public health, the Drexel University Dornsife School of Public Health had an opportunity to make a powerful statement in their hometown. The event also served as an ideal medium to promote the school’s Master in Public Health program to the public health community.
In collaboration with the Dornsife School of Public Health, idfive created an experiential exhibit and meeting space, sponsorship banners, charging stations, and print ads to boost the school’s brand awareness at the event. The tactics offered compelling stories about the school’s education and research—from national safety evaluations for firemen to research about the inequality of health in Philadelphia’s neighborhoods. The work also highlighted the school’s focus on urban health and global research, a pivotal aspect of its brand. To leverage Drexel Dornsife’s presence at the expo, idfive also geo-fenced the event with digital advertising. The weekend campaign delivered ads for the Drexel Dornsife MPH program to audiences in close proximity to the conference center. As a result, traffic to the MPH landing page increased by 300% during that time period.