Rowan College — Education
CHALLENGE
Rowan College’s applications were down YoY. They needed to secure funding for a media plan without performance metrics from year prior and to increase applications to the school overall.
MEDIA SOLUTION
Through automating the client’s ad tracking and reporting we developed an integrated digital media campaign geo-targeting specific zip codes centered on two platforms (college degree and continuing education) and three targets (Parents of high-school students, A18-24 and A25-54). We layered geo-specific mobile ads to all targets coupled with programmatic display contextually aligned with key search terms, along with paid and organic social media, PR and finally, retargeting for those who did not take an action while on site.
Key factors for success included audience targeting and aligning messages contextually to demographics along with capturing inquiries and submissions via pixels to prove media is driving on-site actions.