Skip to main content

Michigan Creative signature

Stamps School of Art & Design Campaign

A Case Study

Michigan Creative designed and executed a lead-generation campaign for the Penny W. Stamps School of Art & Design. The goal of this campaign was to create awareness for and engage interest in the school’s pre-college programming, which is offered both online and in person.

A screenshot of a YouTube ad for the Stamps School of Art & Design

Recruiting students for pre-college programs at Stamps

The Penny W. Stamps School at the University of Michigan is a globally-recognized leader in art and design education and research. The mission of the Stamps school is to prepare the next generation of creative professionals across a wide variety of fields and cultural contexts. As part of this mission, Stamps hosts a series of online and in-person pre-college programs, designed for talented high school students who are interested in building new skills.

Michigan Creative designed a paid media to reach these students, as well as their parents and other influencers (e.g., guidance counselors and art teachers). We developed highly-targeted audience segments across a variety of paid social and search channels. Deployed throughout the U.S., the Stamps paid media campaign promoted the spring and summer studio classes, encouraging prospects to consider and enroll. This was a lead generation campaign with a campaign-specific landing page.


Use paid advertising to identify high-potential high school students and their influencers (parents and guidance counselors.) Present compelling messaging aimed at creating greater awareness and generating enrollments in the Stamps spring and summer pre-college classes.


1,649 leads directly attributed to paid media efforts Led to 539 total pre-college program applications +11% increase in submitted applications compared to the prior year Google Display had the highest engagement out of all campaign types – 50% of conversions

Project Goals

Audience Development: Develop a targeting strategy to reach qualified prospective student audiences, parents, and other influencers
Students Recruitment/Lead Generation: Increase interest in pre-college programs as measured by landing page form completions.
Google display ad that reads Apply Now U-M Stamps Create Your Future in 2023 with a photo of someone mixing paint in a cup
Google Display ad promoting Stamps art and design classes for grads 9-12
A screenshot of a Google ad promoting Stamps art camps for high school students