Growing Online Enrollment Using High-Profile Sports and News

Campaign Goals

A community college looked to increase enrollment efforts for the upcoming school year by targeting Adults 18 – 45, who had previously earned a high school diploma. The designated target area consisted of the Optimum Media television coverage area mixed with a 30-mile radius around the college.  

Campaign Details

This multiscreen campaign utilized high-profile programming within Optimum’s cable TV reach along with a targeted OTT campaign. Airing in highly viewed programming, such as Monday Night Football, popular network series, and award shows, the college was able to increase exposure to their enrollment needs. The college also ran heavy frequency on Optimum Media owned and operated News 12 channel. ​

With the mixture of linear TV and OTT, this approach allowed the college to extend their reach to their target audience and successfully exposed over 71,000 HH’s during their flight. Lastly, the college applied Optimum Media’s mobile solution, AdMessenger, and Dynamic Video Display (DVD) which allowed them to optimize their message and track consistent CTRs to their audience. 

Results

The community college experienced a significant uptick in enrollment that they attributed to their Optimum Media advertising campaign, specifically seeing a major growth in online enrollment. With continued support from their Optimum Media team, the college was encouraged to advertise year-round, rather than seasonal enrollment pushes. This tactic alone has proven to be most effective in keeping their enrollment numbers aligned with their targeted KPIs.