Social: The campaign launched mid-COVID pandemic where job loss was high and so was social media engagement.

Targetable audiences were meticulously developed based on employment status and renewed career desires among those displaced from their more recent jobs. Compelling messaging that was sensitive to the audience’s mindset was a key to success. And, the strategy took advantage of lead generation functionality within the Facebook platform, generating leads without the student prospect having to leave their social media environment. And consistent with our approach to campaign management, continual optimization focused on a shift toward look-a-like audiences built upon the characteristics of the highest performing audiences with a beauty interest.

Digital Display: Adding to a base of re-messaging display advertising targeted toward those that had visited the client’s website, an aggressive layered display campaign was introduced.

Layered display effectively combines multiple audiences throughout the purchase funnel to maximize display and search results. Audiences consisted of those with demonstrated vocational education interest, interest in the client’s competitive set, audiences determined as being in-market among others.