Industry Trends
Value of a Click
You’re running a shiny, new digital ad campaign and you want to make sure it’s working. How many people are clicking? And what are you paying
May 23, 2023
University of Providence
The University of Providence in Great Falls, Montana, is a small liberal arts university looking to increase its enrollment and create overall awareness of the university. UP partnered with Wendt to launch a comprehensive digital marketing campaign to accomplish this. While certain tactics were designed to be higher up in the funnel to create awareness, the ultimate strategy was to bring prospective students lower in the funnel of decision making and get them to act by clicking to apply.
TARGET AUDIENCE
The campaign was divided into two parts: one for the School of Health Professions (SHP) and one for the School of Liberal Arts and Sciences (SLAS) and each school had a specific target audience. SHP’s target audience was healthcare workers, Providence Healthcare employees, and students interested in going into nursing. SLAS’ target audience was prospective high school graduates, non-traditional students, and distance learning students.
OBJECTIVES
The main goal of the campaign was to develop leads and increase applications which, from the end goal, was to increase UP’s attendance.
VIDEO DIGITAL ADS MOBILE NATIVE CONTENT SOCIAL MEDIA
STREAMING AUDIO / SPOTIFY
The University of Providence in Great Falls, Montana, is a small liberal arts university looking to increase its enrollment and create overall awareness of the university. UP partnered with Wendt to launch a comprehensive digital marketing campaign to accomplish this. While certain tactics were designed to be higher up in the funnel to create awareness, the ultimate strategy was to bring prospective students lower in the funnel of decision making and get them to act by clicking to apply.
TARGET AUDIENCE
The campaign was divided into two parts: one for the School of Health Professions (SHP) and one for the School of Liberal Arts and Sciences (SLAS) and each school had a specific target audience. SHP’s target audience was healthcare workers, Providence Healthcare employees, and students interested in going into nursing. SLAS’ target audience was prospective high school graduates, non-traditional students, and distance learning students.
OBJECTIVES
The main goal of the campaign was to develop leads and increase applications which, from the end goal, was to increase UP’s attendance.
VIDEO DIGITAL ADS MOBILE NATIVE CONTENT SOCIAL MEDIA
STREAMING AUDIO / SPOTIFY
From each of the two separate campaigns, a complex digital strategy was created using a wide range of tactics such as long form native content, geo-targeting, search, video, and social media. While certain tactics were designed to be higher up in the funnel and create awareness such as YouTube videos, the ultimate strategy was to bring prospective students lower in the funnel and get them to act and click on the “Apply Now” button.
For the School of Health Professions, geo-targeting was used around healthcare campuses associated with the Providence Health Systems to push out messaging regarding tuition discounts and special programs to further healthcare professionals’ careers.
Long form native content was used for both campaigns to better tell stories of students that have achieved great success by furthering their degree with programs from SHP or getting an undergraduate degree from SLAS. The native content was a useful tool for potential students to be able to see what it really is like to attend school at University of Providence.
For the search part of the campaign, it was important that branded key words did not cannibalize the budget. To prevent this from not happening we created separate search budgets to keep branded keywords from eating up the budget too quickly.
Delivered over 6.8 million impressions and drove close to 18,000 website visits.
The campaign drove 536 conversions to the “Apply Now” button.
Marketing motivation and Wendt shenanigans worthy of a subscription.
You’re running a shiny, new digital ad campaign and you want to make sure it’s working. How many people are clicking? And what are you paying
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Marketing motivation and Wendt shenanigans worthy of a subscription.
You’re running a shiny, new digital ad campaign and you want to make sure it’s working. How many people are clicking? And what are you paying
For ages, employees everywhere have sat in half-day meetings, sent emails that were far too long, and have spent hours endlessly brainstorming solutions to the one
There’s a lot to say about staying creative in the marketing world. Like, for starters, how absolutely necessary it is! Luckily for us, our Senior Art
To paraphrase the popular Mark Twain misquote, the reports of print’s death are greatly exaggerated. People have been predicting traditional print (daily newspapers, weekly newspaper, magazines)