CLIENT:
Agency of record for a large southwestern university.
STRATEGY:
With education, and the online degree marketplace in particular, becoming an increasingly competitive category, the university needed a cost-effective media solution to help increase enrollment.
With our deep direct response experience, we designed a digital lead generation campaign that would generate awareness for the university’s online degree program and increase qualified applications.
Using several targeting strategies such as age, geography and education levels TEC Direct Media designed, tested, and rolled out a digital advertising campaign that drove acceptable cost per lead for the university. Tracking real-time results, our team optimized the campaign to determine the lowest possible cost per application. Managing the campaign with our programmatic advertising platform TECX, we also delivered an efficient CPM, frequency of message, reach and brand awareness.
RESULTS:
Campaign analysis identified important performance factors such as the most effective ad units, best time of day for engagement and specific targeting strategies that drove higher amounts of applications. TECX helped discover key behavioral groups and we built a re-targeting strategy to increase application completion. Our results helped the university learn more about their core audience and acquisition costs. They now plan and budget more strategically for online enrollment. The campaign was so successful we were asked to develop a solution to drive ticket sales for the university’s athletic department.
