Texas Tech University's marketing and communications assisted TTU K-12 with an advertising campaign to boost applications from the Dallas-Fort Worth metro area. TTU K-12 is a state-accredited online kindergarten to 12th grade school from Texas Tech University. To communicate messaging to homeschool parents, we reached out to the Disney corporation to run a video advertisement on the Hulu streaming platform. We also ran the same ad on YouTube and Facebook. The video team in marketing and communications spent three months creating a high-quality video advertisement featuring real TTU K-12 students, their parents, and advisors. We added a QR code that stayed on-screen throughout the duration of the ad that was also trackable so we could measure the return on investment from these efforts. After running the ads throughout the summer of 2024 in DFW, the ad was seen 965,230 times and received 8,298 QR code scans. We collected 93 request for information forms and enrolled 21 students. To break even on the $40,000 advertising budget, we needed to enroll seven students, so we had an ROI of roughly three times the ad spends.
From the Judges
Results are impressive for this campaign. ROI was there. Simple, but effective messaging. Good use of a QR code.
