Higher Education Provider

OVERVIEW:

A local, private university in Michigan regularly sought ways to boost enrollment in its undergraduate and graduate programs. The majority of its advertising was targeted at potential undergrads, with occasional ads targeting prospective grad students for its business school.

The client is a savvy, seasoned marketer with many years of success advertising with Comcast Spotlight. For this campaign, it relied on extensive research and audience insights from Comcast Spotlight to find and target households with potential students aged 18-24. The client primarily used linear networks and Premium Digital TV, with Premium Digital Video add-on schedules throughout the year.

 

STRATEGY:

The client’s goals were simple: to increase enrollment for both its graduate and undergrad programs, and to promote general awareness to keep the school top of mind in an area with a number of competitive schools.

To support these goals, the client added $40,000 to its annual buy with Comcast Spotlight. Using linear TV as the anchor, the campaign incorporated Premium Digital TV to help extend its reach to a younger demographic, and Premium Digital Video specifically to reach prospective students of the business school.

The ads primarily ran on programs that Comcast Spotlight identified as highly viewed and younger-skewing, including Keeping Up with the Kardashians on E!, Conan on TBS, American Horror Story on FX, and The Daily Show with Trevor Noah on Comedy Central. The campaign additionally focused on news networks as well as sports programming; the client liked the association with local sports teams.

 

SUCCESS:

The campaign garnered high levels of engagement. Its Premium Digital TV ads achieved a completion rate of 95%, and its Premium Digital Video ads had a 73% completion rate.

The client also reported that interest and enrollment grew throughout the targeted campaign. It saw more participation and engagement in its open house events, and student enrollment increased 4% YOY.

 

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