This quarter we are proud to have worked with Cheadle and Marple College to launch their first online display campaign.
Focused on reaching potential applicants for the 2020 academic year; the campaign centered around reaching students but also influential family members who may be involved in the decision making progress. We adopted an integrated, multi-channel approach which included online display, as well as more traditional, local press activity which would raise brand awareness and work well at reaching more mature audiences.
KPI: Site Lands
Considerations: As with many educational institutions, Cheadle and Marple College have a catchment area in place for applications therefore this was imperative when planning the delivery of their campaign.
It was also important to carefully consider the audience targeting for this campaign to ensure the users we reached were of relevant age but also that we did not discount possible friends and family members who may prove influential in helping potential students make their decision.
Rationale: With a KPI of driving site lands and an interest in reaching new audiences to the college, we were aware that GDN audience segments and prospecting would be the most influential strategies for delivering this campaign.
Taking this into account, we ensured that bespoke tags were added to site prior to the campaign going live therefore allowing us valuable insight into the types of audiences engaging and in turn allowing us to learn where we should be prospecting beyond the types of audiences who were already engaging with the college.
Campaign Performance: The campaign exceeded expectations by overdelivering on estimated impressions and also achieving a very competitive CPSL:
1,504,296 impressions delivered
5,701 site lands achieved