GeoFencing Case Study - Education

The Objective:

Drive awareness, consideration and registration among potential enrollments given that:
• Students (and their parents) rely on digital tools, both desktop and mobile, to research, vet and schedule educational institution visits
• Students and their parents/legal guardians are increasingly price conscious in a uncertain economy
• They are open to more uid educational experiences – e.g., part-time schooling, longer matriculation periods, etcs.

The Solution:

Local PagePop has two proven mobile location advertising services that can deliver targeted ads to educational service consumers. Our location- based services outperform non-location based ads in driving click through rates (CTR) and enrollment.

GeoFencing:
Deliver ads using geo-fencing to nd potential students in your catchment area. You determine how large you want to set the geo- fence to capture meaningful enrollments. Only consumers within the defined areas will be served the ads.

GeoRetargeting:
Deliver ads to students who have visited your location or have searched for educational institutions in the past. It’s real-world retargeting based on actual behavior.

Ways to Implement GeoFencing and GeoRetargeting:

There are many ways you can target potential students. Here are just a few campaign thought starters for inspiration – our team is here to help you brain storm others:
• Target speci c student types within geo locations – e.g., local high school students, neighborhoods near competitors’ locations
• Retarget past visitors with gentle reminders to enroll or call the admissions officer – e.g., “Thanks for checking us out –click now to speak with one of our admissions officers. They can answer any questions you might have.”
• Use mobile video in 10-, 15- and 30-second spots to spotlight a special offer or service– e.g. a video comparing costs and career success of your students vs national average
• Leverage contextual location data such as weather, time of year to showcase your school – e.g., spotlight graduation rates during springtime
• Include interactive features in your ads – e.g., “how to fund my education” estimator

The Case Studies:

U.S. University

Campaign Length: 6 months – 3 renewals
Market Size: Medium – Las Vegas
Background: Henderson State University wanted to drive traffic to their website to drive enrollment and build awareness of their affordable tuition.
Solution: Over the span of 6 months, they ran LBA campaigns targeting competing universities and local high schools with mobile banner ads. Henderson renewed their ad buy 3 times within a 6 month period.

Impact: Campaign 1 had 80,292 impressions, 342 clicks, and a 0.43% CTR.
Campaign 2 had 171,262 impressions, 747 clicks, and a 0.44% CTR.
Campaign 3 had 181,480 impressions, 552 clicks, and 0.30% CTR.

Midwestern Career Campuses

Campaign Length: 1 month
Market Size: City – Targeting High Schools in the Cincinnati Metro Area
Background: Great Oaks Career Campuses wanted to attract local high school students to their open houses to present the career training programs they have available.
Solution: Great Oaks used LBA to target High Schools in the area surrounding each of their four campuses.

Impact: 435K impressions
1,468 clicks
0.34% CTR