Campaign Summary

While working with RMB Marketing as a marketing consultant, I spearheaded a successful campaign for SUNY Adirondack aimed at increasing their business program enrollment by targeting adult learners.

Recognizing the need to reach a specific demographic, RMB Marketing provided SUNY Adirondack with a tailored consumer list of 6,500 individuals who met the ideal student criteria:

• People seeking to further their education (ages 22-45)

• Household Income: $30K-$120K

• Education: Some college and High School diploma/GED

• Location: People living within a 30 mile radius of Empire State College 

Strategically leveraging alumni stories to exemplify the attainability of a business degree from the institution, was key for this campaign. By showcasing real-life successes, we effectively demonstrated to prospective students the tangible opportunities and possibilities that a graduate degree from SUNY could unlock for them. My ability to craft messaging that not only inspires but also provides concrete evidence of success has consistently yielded impactful results for clients.

Leveraging the database, we launched a comprehensive blended campaign utilizing direct emailing and household IP ads. By implementing household IP ads, which deliver targeted digital advertisements to all users within a specific household based on their IP address, we were able to effectively reach both prospective younger students and adult learners. This innovative approach maximized our outreach efforts, ensuring a broader reach and increased engagement among the desired audience.

The direct mail was sent twice to the same target audience with different subject lines, but the same creative, linking to a landing page on the school’s site. This allowed them to collect inquiries and follow up with prospective students.

Campaign Results

Through strategic planning and meticulous execution, my efforts led to exceptional results. The campaign I spearheaded successfully captured over 600K impressions, driving 1.5 clicks to the enrollment page from the digital ads. This performance not only exceeded initial expectations but also outperformed the national average by 3.46 times.

The direct email campaigns were also highly successful, consistently yielding strong Click-Through Rates (CTRs) and generating significant clicks. The strategic approach to crafting compelling content and engaging visuals resonated well with the target audience, resulting in a remarkable response rate. Another key component to this campaign's success was the blending of two different channels while targeting a precise audience. By combining the reach of digital ads with the personalized touch of email marketing, we were able to create a cohesive and engaging experience for our target audience.