1440 E. Washington St, Phoenix, AZ 85034
Background
A local community college wanted to reach high school students, parents of high school students, and anyone seeking continuing education or certificates. They understand that no two paths for students are the same and they wanted to spread the message that they are there to help them through the journey with a branding and awareness digital campaign.
Strategy
We ran a multi-product approach focusing on upcoming enrollment periods. To help with the Winter semester, we started with a Mobile ConquestingServing ads to consumers on their mobile devices based on specific targeting tactics. (behavioral targetingAudience targeting based on actions or interests they have taken both online and offline., geofencingSetting a virtual "fence" or boundary around a specific geographic location for digital advertising purposes., georetargetingServing an ad to someone within a particular virtual boundary (geofence) who already showed interest by interacting with the ad previously.) and an Amazon (behavioral targetingAudience targeting based on actions or interests they have taken both online and offline., product targeting, retargetingServing an ad to a consumer that already demonstrated an interest by interacting with the ad previously, but did not convert at the time.) campaign. At the end of the Fall semester, we started to promote the upcoming Spring semester and continued with Mobile ConquestingServing ads to consumers on their mobile devices based on specific targeting tactics., but added in Cross Platform with Social Mirror, and replaced Amazon with Facebook and Instagram (category targeting and retargetingServing an ad to a consumer that already demonstrated an interest by interacting with the ad previously, but did not convert at the time.). After the Spring semester, we stayed with Mobile ConquestingServing ads to consumers on their mobile devices based on specific targeting tactics. with Cross Platform and Facebook and Instagram to promote the courses that were available in the Summer.
Results
The campaign started with a combination of Mobile ConquestingServing ads to consumers on their mobile devices based on specific targeting tactics. and Amazon and within two months, the client wanted to readjust. When we adjusted the campaign to include Mobile ConquestingServing ads to consumers on their mobile devices based on specific targeting tactics. with Cross Platform Targeting with Social Mirror and Facebook and Instagram, enrollment was 4xs higher in January of 2023 than of 2022. The client found that brightly colored ads and ones that have students or faculty in them received better engagement. As it sits now, summer enrollment is maintaining a steady pace to increase by 1-2%.