Spring 2015 Semester Campaign Analysis

January 2015

Background

• Objective– Drive Awareness– Interest– Grow pool of prospects/Generate leads

• Timing– Mid November 2014 leading up to Registration (Mid January

2015)• Key Measures– Fast Track registrations– Phone Calls– Form Submissions– Banner ads clicks/Web Traffic

Advertising Summary

• 37MM Campaign Impressions Delivered– Ongoing paid Search Engine Marketing (SEM) Campaign

• 230,503 Impressions and 31,916 clicks• Average ad position at 1.3• Well above average CTR of 14%, exceeded goal by almost 25x

– Digital Display/Online Banners• 2,748,176 impressions, 22,125 clicks, .81% CTR• Banner Ad CTR: .71%• Text Ad CTR: .88%• Over 10x the benchmark CTR

– ReMarketing• 1,811,778 impressions, 7,811 clicks, .43% CTR, 5x above benchmark

Advertising Summary

• Pandora– 710,382 impressions, +5% over the goal– Campaign generated 7,321 clicks equating to an average CTR

of 1.03%, +23% higher than education category benchmark of .84%

• TV and Cable (:30’s, :15’s and :10s)– 12,517,600 impressions

• Radio– 10,616,500 impressions

• Outdoor (30 geographically targeted posters)– 8,425,004 impressions

Campaign Schedule

Main Campus29 6 13 20 27 3 10 17 24 1 8 15 22 29 5 12 19

LR-12/20 1st day

10/23 11/8 11/13

FT FT FT FT FT

DIRECT MAIL / EBLASTS X X

RADIO

PANDORA

:30's / :10's :30's / :10's

TELEVISION:30's / :15's

CABLEGeographically targeted posters

OUTDOORNorton

SEM

GOOGLE DISPLAY NETWORK

2014

Registration begins for Spring through 12/20

10/15-10/22

one week

Mix of :10's/ :15's/ :30's

2015

December January

:30's / :15's / :10's

12/1 & 12/8

October November

Early Morning11%

Early Fringe10%

Early News10%

Prime Access

10%

Prime16%Late News

10%

Weekend8%

Cable25%

Television DeliveryFlight Dates (5 weeks) 11/10-11/30 and 12/15-12/28

Estimated A25-49 GRPs

Achieved A25-49 GRPs

Post Index

A18+ Impressions

799.7 681.3 85.2% 12,517,600

AMD20%

MD20%

PMD22%

Evenings3%

Weekend19%

M-F 5a-8p9%

M-Sun 6a-12a no

charge7%

Radio DeliveryFlight Dates: 10/15-11/16 and 11/24-12/7 10.6MM Impressions

IN DEPTH RESULTS ANALYSIS

DIGITAL / SEM / RE MARKETING

Digital / SEM

• Digital Marketing Program Components1. Search Engine Marketing 2. Display Campaign3. Remarketing Campaign

• Results vs. Goals– Click-Through-Rate– Clicks/Impressions/CPC– Phone Calls– Form Submissions (initial data)– Cost per Lead

• Next Steps

Note: Programs Launched 10/24/14 and all data is through 1/11/15

What Did we Promise To Deliver?SEM – Click Through Rate

Our Goal Was To

Increase CTR by 50%

May/June CS SEM Test Fusion/Accelerate Goal-0.50%

0.00%

0.50%

1.00%

1.50%

2.00%

0.37%0.56%

Click Through Rate

From

Rec

o Pr

esen

tatio

n 9/

14

SEM Results• CTR of almost 14%. Almost 25X our Goal CTR

• 31,916 Clicks & 230,503 Impressions• CPC was a low $1.30/Click• Ad Position was a strong 1.3

Source: Google AdWords 10/24-1/11/15

0.00%

4.00%

8.00%

12.00%

16.00%

0.37% 0.56%

13.85%Click Through Rate

Display Program• Placed Text and Banner ads on the GDN in a

“Keyword Contextual Manner”– Recall: The GDN or Google Display Network is

Google’s network of websites that reach 90+% of Internet Users Worldwide

– Recall: Keyword Contextual Targeting

Here's how it works: Your Ad is placed on a webpage if the content of the webpage matches the

Keywords in our SEM Program.

Note – the primary targeting method was KW contextual, we also tested an “interest group” of Colleges/Universities

Display Results• Google Benchmark CTR for Education: .08%• Accelerate/Fusion Delivery: .81%

• Over 10 times the benchmark CTRGoogle Display Benchmark -

EducationAccelerate/Fusion Display (thru

1/11/15)

0.00%

0.10%

0.20%

0.30%

0.40%

0.50%

0.60%

0.70%

0.80%

0.90%

0.08%

0.81%Click Through Rate

Other Display Results

• 22,125 Clicks & 2,748,176 Impressions• Very low CPC of $.36/Click• Text ads performed slightly better than banner

ads.– Overall Campaign CTR: .81%• Banner Ad CTR: .71%• Text Ad CTR: .88%

• In addition to our Keyword Contextual Placements we also placed against one Interest Group of “College & Universities”– Strong CTR Delivery of .86%

Remarketing Results• Lowest Performer of our 3 program elements but still

almost five times above our Benchmark

• .43% CTR, 7,811 Clicks & 1,811,778 Impressions and low CPC of $.70

0.00%

0.20%

0.40%

0.60%

0.80%

0.08%

0.81%

0.43%

Click Through Rate

Conversions/Leads• We delivered 260 Phone Calls – 189 Phone Calls came after 11/26– Form Submission Tracking enabled 11/26

• We delivered 513 Forms from 11/26/14 – 1/11/15• Fusion/Accelerate Delivery*: –$46 Per Lead**– Bully Pulpit Results (May/June ’14 – unclear on lead definition)

• $54/Lead CSTCC• $114/Lead Middletown

*Note: Time Period 11/26/14-1/11/15

**Data Above Assumes Leads are defined as Form Submissions + Phone Calls.

Pandora• The Pandora activity ran a total of seven weeks on mobile devices (audio and

accompanying display)• The campaign delivered 710.4k impressions, +5% over the goal• Campaign generated 7,321 clicks equating to an average CTR of 1.03%• Pandora’s average CTR for the Education category is .84%• Our Delivery of 1.03% CTR is 23% Higher than this benchmark!

Report Dates: 10/27 - 1/11

Campaign Overview Pandora Data

Placement Flight Start Date

Flight End Date Impression Goal Ad Name Comments Impressions Clicks CTR % Delivered

Mobile Audio :30 with Standard Banner 300x250 10/27/14 11/16/14 288,967 10/27/2014-11/16/2014 - Audio 303,430 3,123 1.03% 105.01%

Mobile Audio :30 with Standard Banner 300x250 11/24/14 12/07/14 227,210 11/24/2014-12/07/2014 - Audio 238,615 2,416 1.01% 105.02%

Mobile Audio :30 with Standard Banner 300x250 12/29/14 01/11/15 160,292 12/29/2014-01/11/2015 - Audio 168,337 1,783 1.06% 105.02%

Total 676,469 710,382 105.01%

Screenshots

Screenshots