Digital Advertising

Case Study:
University

OVERVIEW

  • A university looked to increase its number of student applications for the 2018-19 school year.
  • 535media used geo-fencing next to the university’s billboards as well as around other competing universities.

  • We also used keyword search retargeting, category contextual targeting and site retargeting to capture an audience that was in the market for a university.

CATEGORY

University

CAMPAIGN LENGTH

8 MONTH

RESULT

Over 6,000 submitted applications

 

SOLUTION

Geo-fencing focused on roads near the billboards to retarget individuals with digital ads long after they had driven past the billboards. We were able to layer demographics with these geo-fences to ensure we targeted the appropriate audience.

  • 535media utilized geo-fencing on roads nearby the billboards to retarget individuals with digital ads long after they past the billboards. We were able to layer demographics with these geo-fences to ensure we were targeting the correct audience.
  • These billboards/geo fences were located in specific high school areas so we also geo-fenced the high schools associated with the location on the billboards.
  • We used the site retargeting tactic to target users already interested in the university.
  • We used category contextual tactics to target people in the general market for higher education.
  • The keyword search retargeting tactic was used to target individuals actively searching for competing universities and higher education within the client’s proximity.

Results

– We dramatically exceeded the university’s expectation of 25 submitted applications by delivering more than 6,000.

  • CAMPAIGN CTR – .13% CTR

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