The short answer
Demand Local ran four geofencing campaigns for universities. A summer-classes campaign beat its applicant goal by more than 15% and led to two more campaigns, and a campaign aimed at teens recorded 366 campus visits at under $30 each.
Results from four separate campaigns, each labeled with its own. Market and industry averages are the benchmarks the campaigns reported against.
How did geofencing fill summer classes?
A public university wanted more awareness of its summer classes and more enrollment at its nearest campus. We geofenced the area around the school and retargeted students who had visited campus.
- The applicant goal was beaten by more than 15%.
- The results led to two more campaigns.
How did geofencing four locations lift click-through rate?
To raise awareness of the university's collegiate offerings and get students signing up at their nearest campus, the campaign geofenced four locations in the surrounding area, then optimized toward the goal.
- Click-through rate rose 1.4x in the second half of the campaign.
- Click-through rate ran at twice the market average.
How did lookalike neighborhoods find new master's applicants?
For the university's master's program, we geofenced the areas and zip codes that had historically produced large numbers of applicants, then targeted lookalike neighborhoods with the same characteristics.
- Click-through rate was 1.5x the industry average.
- Applications rose from lookalike neighborhoods the university had not pursued before.
How did a university drive campus visits from teens?
For a major university, the goal was getting prospective students to the website to plan a campus visit. To reach teens aged 15 to 18, we targeted high schools and other places that age group goes. In summer that meant beaches and parks, with retargeting back to the university's website.
- 366 campus visits were recorded.
- Geofencing schools delivered a cost per campus visit under $30.
- Retargeted users averaged a 37.5% higher click-through rate.
Questions about this case study
- What results did the university campaigns get?
- A summer-classes campaign beat its applicant goal by more than 15% and led to two more campaigns. Two other campaigns ran at 2x the market-average and 1.5x the industry-average click-through rate, and a campaign aimed at teens recorded 366 campus visits at under $30 each.
- How do you measure applications outside the ad platform?
- We use the system that records the application. LinkOne matches the applicant to prior ad exposure, connecting the media journey to the application in your own records.
- Which channels can universities use?
- Search, social, display, online video, connected TV, streaming audio and digital out of home. Build your audience once, then activate and update it across the supported platforms in your plan.
