Keene State received $350,000 worth of funding from the University System of New Hampshire (USNH) Board of Trustees for a new marketing campaign, according to MB Lufkin, vice president of enrollment and student engagement.

The school is investing in billboards, radio and will be ramping up their digital campaign, Lufkin said.

The billboards will be up for a period of six weeks that started at the end of Feb. 2023, adding to the existing eight billboards currently around New England, according to KSC President Dr. Melinda Treadwell.

The radio campaign will feature recorded advertisements about recent Keene State achievements, including the college ranking in the U.S. World News reports for top in value, as well as about opportunities given to students that come to the school, Lufkin said. The radio ads will be played during various time slots on radio stations throughout the Monadnock Radio Group, Lufkin said.

Treadwell said the cost of the billboards was around $8,000.

During a Marketing Overview Zoom webinar hosted by Lufkin and Sarah Kossayada, director of marketing, the billboards will be placed outside Hartford, Conn., on the Mass. Pike, outside of Manchester, N.H., and a few other locations. The billboards will display the “Best Value” message on them.

A link between the billboards and recruitment of students has not been established yet, Koyssayda said; however, she said that is a long-term process. “In reality it’s probably like a three year pay off from the billboards,” Koyssayda said. Regarding the digital campaign, the school will be putting advertisements on YouTube, Reddit and TikTok, Koyssayda said.

As a targeted advertisement strategy, Keene State is investing in Geofencing, which allows for ads to be delivered to users when on a specific network. When promoting certain events, Treadwell noted the school “should see some impact this year and a lot next year in ad generation for applications.”

Timothy Bruns can be contacted at

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