Increase Your Reach to Students at Every Touchpoint

Online Targeting for Higher Education

Semcasting Delivers an Important Message to Undergrad Applicants

A top northeast university approached Semcasting looking for a better way to reach students and target over twelve thousand undergraduate applicants. The campaign was designed to run over the 90 day application window and had two objectives. The first part of the campaign was directed at all applicants and promoted the cultural and educational benefits of the university. The second part targeted all accepted applicants and prompted them to attend an optional orientation day on campus.

Solution

Using the Smart Zones audience targeting platform, lists of student applicants were able to be onboarded, mapped to their demographic profiles and convert into targetable online zones. Each zone was then optimized using Smart Zones' key features, which include:

• 100% reach to over 250 million-plus individuals and over 18 million businesses in the U.S. and Canada
• Media Zones features for linking audiences to their preferred sites, categories, ad sizes and day/time
• Data rich audiences defined by more than 750 demographic
• Cookie-free audience targeting and no inferred audience segmentation
• 100% device independent reach to all Internet-enabled devices (i.e., desktops, laptops, tablets, smartphones)
• Website Visitor Attribution features for automating the measurement of which ads are working and “who” is visiting your site

Thanks to Smart Zones, the university was able to reach students and increase awareness amongst applicants, bring in new applicants and drive a higher turnout for their orientation day on campus. With consistent optimization over the course of the campaign, the university drove over 1.4 million impressions and an average click-through rate (CTR) of .13%.