Vici is a full-service digital advertising technology company. We specialize in white labeled solutions for media groups and advertising agencies including sales training, media planning, online ad buying, reporting, and optimization of campaigns. We do this by utilizing a multi-platform approach to digital advertising with best-in-class partner support.
For a local private liberal arts college, traditional methods of reaching prospective students—like direct mail—had worked well in the past. But with the increasing need to connect with potential students on digital platforms, the college sought a more impactful, modern way to increase enrollment. To do this, they tapped into their existing direct mailing list and partnered with Vici Media to reach their audience where it counts—on their devices
Digital Strategy: Amplifying Direct Mail with Address Targeting
The college’s mailing list consisted of a highly targeted group of individuals who had previously expressed interest in their programs. Instead of relying solely on physical mail, the college took their list to the next level by utilizing Mobile Conquesting Address Targeting. This innovative strategy allows clients to use their CRM data or first-party data to reach audiences on their mobile devices while they’re at home—amplifying the college’s message beyond the mailbox
By turning a mailing list of over 100 addresses into a Custom Audience, the college could retarget potential students with both video and display ads, creating an additional digital touchpoint. These ads offered relevant messaging and calls to action, inviting prospective students to learn more about the college’s enrollment process with just one click
This approach not only reinforced the college’s traditional mail campaign but also extended its reach into the digital world, making it easier for potential students to engage with the college’s offerings
Results: High Engagement, Higher Enrollment
The three-week digital campaign yielded impressive results, with a 0.77% click-through rate (CTR)—performing 2.5X higher than standard benchmark metrics. The highly targeted nature of the campaign meant that the messaging resonated deeply with the audience, driving them to take action and learn more about the college
By leveraging their existing direct mail list and using address targeting to deliver personalized digital ads, the college was able to maximize their marketing dollars and significantly extend their reach. The campaign successfully connected prospective students to important enrollment information, leading to an increase in engagement and interest that far exceeded what they would have achieved through direct mail alone
If your business needs a high-impact, cost-effective marketing strategy, contact Vici Media today to learn more about our white-label digital solutions
For more information, email support@vicimediainc.com.
