How a College enlisted Mobile Conquesting Address Targeting to boost enrollment!

Background: 

A local private liberal arts College was looking for an exclusive way to connect with potential students and increase enrollment utilizing their existing direct mailing list to target prospects with digital ads. The existing list was composed of an extremely narrow audience who had expressed interest in the College in the past. Leveraging this list allowed the College to go beyond traditional direct mail while remaining focused on a specific audience segment. 

Strategy: 

Mobile Conquesting Address Targeting allows clients to leverage their mailing lists, CRM data, or first-party data to reach audiences on their devices while at home with relevant messaging and offers. In this case, the college extended the use of their direct mailing list to retarget potential students. By doing so, the college amplified and reinforced their messaging, making it easy for interested parties to learn more about enrollment with just one click. Address targeting essentially transforms a mailing list of no less than 100 addresses into a Custom Audience, which creates an additional touchpoint with your core audience through digital advertising. We targeted this population with both video and display ads.

Results: 

The three-week long campaign invited the potential students to learn more about enrollment and resulted in an extremely successful CTR of 0.77%, performing 2.5X higher than benchmark metrics. Because the campaign was highly targeted toward an extremely specific audience, the messaging was impactful and resonated strongly. By leveraging their direct mail lists, the college was able to maximize their marketing dollars and extend their reach beyond a mailbox directly to a user’s device, connecting them to key details to help inform their decision-making and increase enrollment over direct mail alone.