Higher Education Digital Advertising - Case Study

A prominent university in the Southwest United States was looking to fulfill multiple enrollment goals including undergraduate, graduate courses and transfer students. After several semesters of programmatic digital advertising theorized its target markets were fatigued from oversaturation of digital advertising and messaging. They were looking for a way to reach new potential students in ways they hadn’t before while showcasing true engagement with ad creative.

Advertising Goals:

  • Increase Undergraduate enrollments
  • Increase Graduate School enrollment
  • Increase Applications for students to Transfer from other Universities

Manicz Media Approach:

To achieve these goals, Manicz media utilized On-Demand Targeting to reach each desired audience.

  • Students and their parents researching Universities for post High School enrollment
  • Students within the Southwest specifically researching this specific Southwest institution
  • Students in the Southwest researching graduate schools, Masters Degrees and advanced education
  • Students current enrolled in a University and researching transfer options.

Campaign Results:

Advertising through Manicz Media and our On-Demand targeting method saw a marked lift in YoY results, especially when compared to programmatic advertising placements from prior campaigns. Enrollment applications and requests for information all increased through the Manicz Media and On-Demand targeting audience focus.

Campaigns Undergrad Applications Graduate School Applications Transfer School Applications General Requests for Information
Programmatic and 3rd Party Data Sources
57 22 31 55
Manicz Media
183 86 52 176
Total Improvement 221% 291% 68% 220%

Additionally, the University was able to showcase an overall more engaged audience through increased session duration and lower bounce rates stemming from the Manicz Media campaign compared to any other paid media source. Targeting campaigns to consumers that are actively researching schools and higher education options provides much better results compared to more common 3rd party aggregator sources where unreliable interest and demographic data is sourced.

These 3rd party sources are often irrelevant and outdated since users switch devices, delete cookies and have their IP address change when on mobile. On-Demand Targeting through Manicz Media captures users when they are researching and most likely to convert.

Contact Manicz Media today to learn more about our unique audience targeting methods and engagement focused campaigns.

Manicz Media respects the data and privacy for all our clients. No client identifiable data can be shared but references are available upon request.

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Manicz Media Creates, Manages and Delivers Effective Campaigns That Reduce Wasted Ad Spend.