Elevating Iowa’s Enrollment with Targeted Streaming TV Advertising

Nestled in the heartland of America, the University of Iowa embarked on a mission to expand its reach to prospective students beyond its traditional borders. With a keen eye on 3 new pivotal markets, the university aimed to engage rising high school seniors and bolster applications through a strategic digital marketing campaign.

Setting the Stage

In collaboration with the Marketing and Enrollment teams at the University of Iowa, we identified a list of 53,000 promising juniors, and students at targeted high schools across three pivotal states. The goal was clear–to not just reach, but resonate with these students during their critical decision-making phase.

Crafting the Strategy

To capture the attention of this digitally-native audience, we crafted a multi-faceted approach. Leveraging the immersive power of Connected TV (CTV) and Over-the-Top (OTT) platforms, we strategically placed university commercials directly into the living rooms and devices of our target demographic. This ensured that every prospective student and family influencers encountered the University of Iowa’s message at the right moment.

Recognizing the influence of social media among younger demographics, we complemented our CTV/OTT strategy with matching, targeted Snapchat ads. These visually engaging and interactive ads captivated prospective students on a platform they frequent daily, fostering direct engagement and immediate action.

Impactful Results

Within just 75 days of launching the campaign, the results spoke volumes. Our efforts influenced over 5,771 students, accounting for an impressive 35% of all new RFI’s, Applications, and Event Registrations. This not only demonstrated the campaign’s effectiveness but also highlighted our ability to deliver tangible results in the competitive landscape of higher education enrollment marketing.

Driving Enrollment through Innovation and Insight

Through innovative digital marketing strategies tailored specifically for the higher education sector, our partnership with the University of Iowa achieved remarkable outcomes. By harnessing the combined power of Connected TV/OTT and Snapchat advertising, we not only expanded the university’s reach but also significantly enhanced its ability to engage and convert prospective students.

Our narrative approach to digital marketing continues to redefine how universities connect with the next generation of scholars, ensuring that each campaign leaves a lasting impact on enrollment and institutional success.