Client: Arkansas Tech University
SITUATION
Arkansas Tech University asked the Sells Agency to help raise awareness and increase enrollment for two programs at ATU-Ozark Campus, Logistics Management and Automation Technology, through online marketing during its spring 2017 semester. This was the first such online-marketing endeavor for the university’s satellite campus, which specializes in technical and career education and awards industry-specific certificates, associate degrees and general education coursework.
GOALS
First, Sells was tasked with determining which online advertising channels would be best for the campaigns based off budgets, target audiences and enrollment periods. Next, Sells was asked to develop messaging to differentiate Logistic Management and Automation Technology, as well as ATU-Ozark Campus, from competitor programs and universities. Finally, Sells worked with ATU to determine key performance indicators to gauge the campaigns’ success: traffic to website landing page, conversions, applications and program enrollment.
EXECUTION
For both campaigns, which would be running concurrently, Sells recommended a three-pronged approach, utilizing display banners (audience targeting, contextual targeting and retargeting), social media (Facebook) and native advertising. Based off previous program enrollment information and desired reach, Sells’ media plan featured two different geographic footprints: Automation Technology including the seven counties that make up the Arkansas River Valley, and Logistic Management having an even larger area so as to include all of Northwest Arkansas. Based on affinity research and target audience demographics, budgets were allocated almost evenly between media channels, with a slight increase give to social media for Logistics Management, and both social and native for Automation Technology. Campaign adjustments were made based off ongoing monitoring and optimization to achieve best overall performance.
For Logistics Management social media and native, copy was developed that conveyed three major messages: 1) The program could be completed 100% online; 2) classes are affordable; and 3) the Associate of Applied Science in Logistics Management makes graduates marketable in their desired field.
For Automation Technology social media and native, copy was developed that conveyed three major messages: 1) The program was close to home; 2) classes are affordable; and 3) the Associate of Applied Science in Automation Technology makes graduates marketable in their desired field.
RESULTS
Compared to enrollment figures for spring 2016, in spring 2017 Automation Technology enrollment increased by 18% and Logistics Management enrollment increased by 23%.
Over a 12-week period, the Automation Technology campaign saw a total of 1,879,557 impressions with 16,351 clicks for a 0.87% CTR and $5.62 CPM. (Facebook accounted for 83% of clicks, while only serving 39% of impressions.) The Logistics Management campaign saw a total of 3,244,210 impressions with 25,929 clicks for a 0.80% CTR and $4.51 CPM. (Facebook accounted for 81% of clicks, while only serving 32% of impressions.)
SERVICES
Media Planning; Creative Development