University of Arizona – UA Online – Remote learning launch campaign
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- University of Arizona – UA Online – Remote learning launch campaign
Provided Services
Situation
The University of Arizona decided to enter the online degree business, and established UA Online to bring its world-class education to online students who could not attend classes on campus, and/or take classes during traditional work hours. Online education is a very competitive marketplace, with Arizona State University outspending the University of Arizona on traditional and digital media buys, SEO and SEM. When the University of Arizona’s online program was established and evolving its course offerings online, UA Online engaged the Caliber Group to develop the first UA Online advertising creative and message strategy, provide competitive research (creative and online spending), audience identification, and media planning and buying utilizing an integrated mix of digital, print, radio, outdoor and cinema media to drive awareness, RFI’s and online applications.
Solution
The Caliber Group designed, tested, and rolled out a programmatic advertising campaign that built awareness of UA Online and drove online requests for information and applications. Our approach tested various creative and CTA’s to determine an acceptable cost per lead for the University. By using advanced targeting strategies and tracking real-time results, our team optimized the campaign to determine the lowest possible cost per application. Through programmatic digital advertising, we also delivered the University a low CPM, which helped improve frequency of message, reach and brand awareness.
