Case Study: Hyperlocal Ad Targeting “Clicks” For Universities
by: Nicole Lyons, on Jul 7, 2013 in Case Studies
Whether targeting rural communities with satellite locations, or neighborhoods within the heart of a big city campus, our University marketing clients have found local digital content targeting through the Local Yokel Media to be both efficient and effective.
CASE 1: LOCAL COLLEGE WITH SATELLITE CAMPUSES IN NEIGHBORING COMMUNITIES, AS FAR AS 50 MILES AWAY FROM PRIMARY CAMPUS
Challenge: The main campus of the college is well-known, but because enrollment in the satellite locations tends to be low, the College suspects that potential students who live in outlying communities may not realize there are campuses nearer to them where they could take the college’s courses, and therefore don’t enroll.
The college needs to market each satellite campus more specifically to the communities surrounding them, to raise awareness of their presence in those areas and increase enrollment.
Solution: The college has partnered with Local Yokel Media to help them reach deep into the communities surrounding each campus, with messaging that is customized for each, through display advertising on hyperlocal websites and blogs specific to the towns they serve.
And, while the campaign is ongoing, the average CTR across the sites in each area is already significantly higher than the national average for display advertising (meaning the ads are getting far more clicks on the hyperlocal sites than the overall average number of clicks an ad receives in general).
The relevance of location-specific messaging in targeted local online content has already succeeded in raising awareness of their presence in each area.
CASE 2: URBAN UNIVERSITY WITH BROAD GEOGRAPHIC REACH
Challenge: A university in the heart of one of the nation’s largest cities wondered if their DMA-level marketing efforts were effectively reaching the greatest number of potential students, and decided to test a more targeted, hyperlocal approach within the city.
Solution: Local Yokel Media aggregated and organized hyperlocal content websites in each of the city’s diverse neighborhoods, enabling the university to seamlessly execute a display advertising campaign that addressed the character of each neighborhood for a more personalized campaign.
The campaign has driven an above-average CTR, with the highest CTR coming from the community sites in neighborhoods closest to the college campus.
Local Yokel Media helped the university reach deep into the communities right in its own back yard for improved performance and cost-efficiency.
Considering hyperlocal ad targeting for your next enrollment or awareness campaign? Curious to know what hyperlocal sites are available in the area(s) you wish to target?
We’ll send you a list – simply submit your request below.