"UofM Global is the online degree program of the University of Memphis. We have a specific marketing strategy and messaging for this target audience because it varies from our traditional student body. The target audience for the campaign are people ages 20-44 who have not yet received their undergraduate degree, or those who are working professionals interested in advancing their career. This population is typically juggling work and family and is unsure if they have time to earn a degree.
Our campaign utilized static images with subjects that represent the diverse age and lifestyles of our audience paired with bold, attention-grabbing headlines that speak to the flexibility of the program and goal attainment. Example headlines include “Degree Earned Between Shifts” and “All You Need is Wifi and a Dream.” The comprehensive campaign included ads via Google Display, Google Search, Facebook, Instagram, Snapchat, and email blasts.
The full campaign garnered 2,012 leads and 30,799,844 impressions between February and December 2021. There were 7,358,803 impressions on Facebook and Instagram ads with a .52% click-through rate. The email blasts had a 17% open rate and provided 2,646,833 impressions."
From the Judges
Great creativity, clearly defined audience, and well-targeted. It was a well-thought out campaign with clear objectives and measurable results. Great call to action!
