More often than not, a digital marketing campaign will have more than one audience. Identifying those audiences and researching what will speak to them are just the first steps.
Creating a cohesive but nuanced campaign requires knowledge and experience optimizing media formats, messaging, and digital delivery channels. Idea Kraft recently got the opportunity to help SUNY Geneseo do just that for a summer 2024 campaign.
The Campaign Framework
SUNY Geneseo knew it would be ineffective to address all prospective students the same way. So they asked us to help them create and implement a campaign that would reach new audiences while reconnecting with leads who’ve already shown interest in the college.
So we began the process by digging into what current SUNY Geneseo students loved about the campus, culture, and academic opportunities. This insight informed nearly every aspect of the campaign’s creative direction, from graphic design and copywriting to the imagery and video content.
With the new asset library complete, it was time to set goals and start implementing the delivery strategy.
Final Report & Highlights
By the third month of the campaign, Google search impressions tripled while the average number of full TikTok watches more than doubled. The final results of the campaign met and then exceeded the estimated performance.
The Numbers in Perspective
But we don’t just measure success by volume. We made sure to monitor SUNY Geneseo’s campaign for signs that it was reaching the right people – not just a lot of people.
For example, we were able to measure the use of specific search terms to confirm that SUNY Geneseo’s enrollment campaign was reaching prospective students and families who were still in the early stages of the college decision making process.
There were several other high-use key terms that indicated that SUNY Geneseo was achieving their lead retargeting goals, reaching and reengaging the interest of students who were already aware of the college and its programs.
Our team also anticipated and embraced adjustments by updating the time of day the ads ran and increasing the speed of video content to better align with engagement trends.
Digital Marketing, Simplified and Amplified.
From first concept to media strategy and execution, Idea Kraft worked with SUNY Geneseo to reach multiple audiences and expand awareness of their first-rate academic programs and inclusive campus culture.
As a branding, web development, and digital marketing agency, Idea Kraft is a one-stop shop any organization, company, or higher education institution can count on to bring their digital marketing campaign to life. Have a mission or brand you want to grow? Tell us about it – schedule a consultation today.
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