Programmatic Advertising for Graduate and Continuing Education
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PRESENTED BY AND REACHING THE RIGHT PROSPECT ANYWHERE ONLINE IN REAL TIME Karen Rhoda, Ph.D. Executive Director, University Extension University of Massachusetts Dartmouth Pat Riley & Ben Sandman Managing Directors and Lead Digital Strategists 5HDAGENCY.COM
description
Learn more about how programmatic advertising can help graduate and continuing education marketers better target their prospects. Developed by www.5HDAGENCY.com.
Transcript of Programmatic Advertising for Graduate and Continuing Education
PRESENTED BY
AND
REACHING THE RIGHT PROSPECT ANYWHERE ONLINE IN REAL TIME
Karen Rhoda, Ph.D. Executive Director, University Extension
University of Massachusetts Dartmouth
Pat Riley & Ben Sandman Managing Directors and Lead Digital Strategists
5HDAGENCY.COM
100% Online Programs
DIGITAL THAT DELIVERS
Undergraduate Programs • BS Degree Completion - General Business Administration (GBA)
• BA Degree Completion - Liberal Studies (LAR)
• BA Degree Completion - Women’s and Gender Studies (WGS)
• BA Political Science Degree Completion - NEW
• RN to BS Online Program
Graduate Programs • Master of Public Policy (MPP)
• Master of Business Administration (MBA) - NEW
• MS Computer and Information Science - NEW
Certificate Programs • Women’s and Gender Studies
• Business Foundations
• Environmental Policy
• Educational Policy
!• International Business
• Organizational Leadership
• Public Management - NEW
Traditional Marketing
DIGITAL THAT DELIVERS
Typical Marketing Initiatives Include: • Radio
• Television
• Print - Local newspapers, MA Report on Nursing, Military and College newspapers
• Billboards
BillboardTelevision
Modernize Marketing Strategy
DIGITAL THAT DELIVERS
Recognized that we needed to modernize our marketing approach • Reach prospective students online
• Boost enrollment
• Work with marketing experts
Partnered with 5HD
DIGITAL THAT DELIVERS
We partnered with 5 Horizons Digital (5HD) to • Embrace search engine marketing and programmatic advertising
• Find the right student
• Increase number of applications
Results
DIGITAL THAT DELIVERS
34% increase in registrations for Fall 2014
!67% increase in undergraduate applications
!62 applications in new online graduate programs
INTRODUCING 5 HORIZONS DIGITAL (5HD)
DIGITAL THAT DELIVERS
Programmatic Advertising
DIGITAL THAT DELIVERS
Automated Online Ad Buying That Uses Data
to Target the Right Prospects Anywhere Online
Programmatic is Growing Fast!
DIGITAL THAT DELIVERS
Fastest Growing Online Ad Strategy
Industry reports project Programmatic ad spending to
increase from $3.1B in 2013 to $18.2B by 2018 *source eMarketer
Why Should You Care?
DIGITAL THAT DELIVERS
• Data-informed Targeting; Limiting Waste
• Reach and Scale
• Easily Adjusted Budgets and Targeting Methodologies
• High Quality Inventory at a Significantly Lower Price than Direct Media Purchases
Programmatic Delivers:
HOW DOES PROGRAMMATIC WORK?
DIGITAL THAT DELIVERS
Example
DIGITAL THAT DELIVERS
5HD University?
DIGITAL THAT DELIVERS
UNIVERSITY
The Right Prospect
DIGITAL THAT DELIVERS
MBA in Digital Marketing - 100% Online or On-Campus
Age: 25-44
Occupation: Works in Marketing
Education Level: Has Completed a Bachelor’s Degree
Affinity: In-Market for Education
Relevance: Visited My MBA Page (but has not inquired or applied)
Context: Key sites or content topics (Mashable or marketing news)
UNIVERSITY
The Right Place
DIGITAL THAT DELIVERS
MBA in Digital Marketing - 100% Online or On-Campus
Target Primary and Secondary Geographies
Enhance Reach without Blowing Your Budget
Segment Creative (On-Campus vs. Online)
The Right Time
DIGITAL THAT DELIVERS
How Often A Prospect Sees Our Message
How Soon After A Website Visit
How Long We Will Target Them
Anywhere Online
DIGITAL THAT DELIVERS
Access Impressions on Almost Every Site Online
High Exposure (not remnant)
Banners, Video, Mobile or Social
UMass Dartmouth
DIGITAL THAT DELIVERS
Delivering the Lowest Cost Per Acquisition
• Effectively allows UMass Dartmouth to market each individual program
• Delivering huge number of impressions to increase brand recall
• Extends the reach of traditional advertising
• Works hand in hand with search engine marketing
• Real time control of message, targeting and budget allows marketing
team to make data-based decisions
What’s Next?
DIGITAL THAT DELIVERS
Time to Chase That Next Horizon • Increased Use of Data Modeling
• Integration with Marketing Strategies Further Down the Enrollment Funnel
- Re-targeting email messages
- Registration time reminders around the internet (or just on social)
• Focus on Mobile Traffic as Mobile Use Continues to Grow
What This Means For You
DIGITAL THAT DELIVERS
Programmatic Compliments Other Digital and Traditional Media
Target Geographies Across the Country Are Within Reach
Program Specific Marketing that stays on budget
Small can compete with big
THANK YOU! What Questions Can We Answer?
Connect With Us
@5HDagency
www.5HDAGENCY.com
