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Spring 2015 Semester Campaign Analysis

Analyzing a Spring 2015 marketing campaign to drive awareness, interest, and generate leads. In-depth analysis of digital, TV, radio, and outdoor advertising results. Evaluation of SEM, display, and remarketing efforts to assess performance against goals.

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Spring 2015 Semester Campaign Analysis

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  1. Spring 2015 Semester Campaign Analysis January 2015

  2. Background • Objective • Drive Awareness • Interest • Grow pool of prospects/Generate leads • Timing • Mid November 2014 leading up to Registration (Mid January 2015) • Key Measures • Fast Track registrations • Phone Calls • Form Submissions • Banner ads clicks/Web Traffic

  3. Advertising Summary • 37MM Campaign Impressions Delivered • Ongoing paid Search Engine Marketing (SEM) Campaign • 230,503 Impressions and 31,916 clicks • Average ad position at 1.3 • Well above average CTR of 14%, exceeded goal by almost 25x • Digital Display/Online Banners • 2,748,176 impressions, 22,125 clicks, .81% CTR • Banner Ad CTR: .71% • Text Ad CTR: .88% • Over 10x the benchmark CTR • ReMarketing • 1,811,778 impressions, 7,811 clicks, .43% CTR,5x above benchmark

  4. Advertising Summary • Pandora • 710,382 impressions, +5% over the goal • Campaign generated 7,321 clicks equating to an average CTR of 1.03%, +23% higher than education category benchmark of .84% • TV and Cable (:30’s, :15’s and :10s) • 12,517,600 impressions • Radio • 10,616,500 impressions • Outdoor (30 geographically targeted posters) • 8,425,004 impressions

  5. Campaign Schedule

  6. Television DeliveryFlight Dates (5 weeks) 11/10-11/30 and 12/15-12/28

  7. Radio DeliveryFlight Dates: 10/15-11/16 and 11/24-12/7 10.6MM Impressions

  8. DIGITAL / SEM / RE MARKETING IN DEPTH RESULTS ANALYSIS

  9. Digital / SEM • Digital Marketing Program Components • Search Engine Marketing • Display Campaign • Remarketing Campaign • Results vs. Goals • Click-Through-Rate • Clicks/Impressions/CPC • Phone Calls • Form Submissions (initial data) • Cost per Lead • Next Steps • Note: Programs Launched 10/24/14 and all data is through 1/11/15

  10. What Did we Promise To Deliver?SEM – Click Through Rate Our Goal Was To Increase CTR by 50% From Reco Presentation 9/14

  11. SEM Results • CTR of almost 14%. Almost 25X our Goal CTR • 31,916 Clicks & 230,503 Impressions • CPC was a low $1.30/Click • Ad Position was a strong 1.3 Source: Google AdWords 10/24-1/11/15

  12. Display Program • Placed Text and Banner ads on the GDN in a “Keyword Contextual Manner” • Recall: The GDN or Google Display Network is Google’s network of websites that reach 90+% of Internet Users Worldwide • Recall: Keyword Contextual Targeting Here's how it works: Your Ad is placed on a webpage if the content of the webpage matches the Keywords in our SEM Program. Note – the primary targeting method was KW contextual, we also tested an “interest group” of Colleges/Universities

  13. Display Results • Google Benchmark CTR for Education: .08% • Accelerate/Fusion Delivery: .81% • Over 10 times the benchmark CTR

  14. Other Display Results • 22,125 Clicks & 2,748,176 Impressions • Very low CPC of $.36/Click • Text ads performed slightly better than banner ads. • Overall Campaign CTR: .81% • Banner Ad CTR: .71% • Text Ad CTR: .88% • In addition to our Keyword Contextual Placements we also placed against one Interest Group of “College & Universities” • Strong CTR Delivery of .86%

  15. Remarketing Results • Lowest Performer of our 3 program elements but still almost five times above our Benchmark • .43% CTR, 7,811 Clicks & 1,811,778 Impressions and low CPC of $.70

  16. Conversions/Leads • We delivered 260 Phone Calls • 189 Phone Calls came after 11/26 • Form Submission Tracking enabled 11/26 • We delivered 513 Forms from 11/26/14 – 1/11/15 • Fusion/Accelerate Delivery*: • $46 Per Lead** • Bully Pulpit Results (May/June ’14 – unclear on lead definition) • $54/Lead CSTCC • $114/Lead Middletown *Note: Time Period 11/26/14-1/11/15 **Data Above Assumes Leads are defined as Form Submissions + Phone Calls.

  17. Pandora • The Pandora activity ran a total of seven weeks on mobile devices (audio and accompanying display) • The campaign delivered 710.4k impressions, +5% over the goal • Campaign generated 7,321 clicks equating to an average CTR of 1.03% • Pandora’s average CTR for the Education category is .84% • Our Delivery of 1.03% CTR is 23% Higher than this benchmark!

  18. Screenshots

  19. Screenshots

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