CHALLENGE
As Del Mar College expanded its workforce-aligned curriculum, they wanted a media strategy that could engage multiple curriculum-focused audiences while remaining consistent with its “Dreams Delivered.” brand platform. The challenge was to increase leads and enrollments across diverse program areas through efficient, audience-driven targeting.
STRATEGY
We realigned the overall media mix to emphasize more direct-response digital channels. The use of digital allowed smarter segmentation and alignment with audiences based on intent and media consumption habits. Media was executed across the funnel to engage users contextually, retarget based on behavior, and ultimately drive leads and enrollments.
EXECUTION
TV + Streaming: Reached diverse audience through traditional and advanced TV to layer targeting in-market audiences with storytelling
Display: Utilized a mix of display advertising tactics to drive mid-funnel and lower-funnel enrollments:
- Native: In-article ads to match look and feel of the site viewers were currently engaging with
- Geofencing: Targeted high schools to capture IDs and retarget
- Rich Media: Custom interactive experience that functioned like an app, providing information based on interest and engagement
Digital Audio: Sequenced streaming audio to listeners who have been served an ad through another digital tactic
Social: Leveraged Facebook and Snapchat, alongside a messenger chatbot, for full-funnel objectives and reduce live chat needs by 58%.
Dashboard: Custom, real-time reporting dashboard
Leads & Conversions
Record Enrollment
2X
Direct Web Traffic
40%
Paid Search CTR
20%
Request Info.
Page Views
8K%
Above State Projections
13%
HIGHLIGHTS
