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.
In an era where education options are plentiful, a comprehensive community college aimed to enhance its visibility and engagement among potential students. With a robust array of digital advertising tools—including Online Audio, Amazon, OTT, Video Pre-Roll, Native, Social Mirror, and Mobile Conquesting—this junior college sought to drive branding and awareness for their various educational options, such as in-person versus online learning, and part-time versus full-time enrollment.
Innovative Strategies for Targeted Outreach
At the heart of this campaign was the integration of video content, which plays a crucial role in the college’s messaging. By leveraging Over-The-Top (OTT) advertising paired with Visit Tracking, we could seamlessly connect with prospective students on their Connected TV devices. This innovative approach allowed us to target specific individuals and track their on-site visit data, providing valuable insights into the effectiveness of our ads.
Our targeting strategy was multifaceted, focusing on both geo-targeting and category targeting. We strategically geo-fenced a local high school to capture the attention of potential students and their families while overlaying key cities to broaden our reach. Our targeting categories included:
Remarkable Results Reflecting ROI
The results of this campaign were nothing short of impressive. Within the first month of launch, our OTT ads with Visit Tracking generated 78,479 impressions, leading to 69 verified visits to the campus. This verification process requires that a consumer is served an ad, visits the college’s location within two weeks, and has location settings enabled on their device. To ensure the accuracy of this visit data, we employed a two-pronged verification method, utilizing both Numerator and the Media Rating Council.
What set this campaign apart was our ability to link OTT advertising directly to physical campus visits, allowing the college to clearly see their return on investment (ROI). This innovative approach not only bolstered enrollment but also enhanced brand recognition in the community.
Conclusion
By effectively utilizing a combination of cutting-edge digital marketing strategies and targeted outreach, the junior college successfully bridged the gap between potential students and educational opportunities. Their story serves as an inspiring example for other institutions looking to enhance their engagement and drive enrollment.
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.
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