Targeted TV campaign lifts brand metrics +34% for Connections Academy in 11 states.
(for a PDF version of this case study download here)
WHAT WAS THE INSIGHT?
Millward Brown confirmed KPIs: TV exposure directly impacted brand awareness, favorability and intention to research after using a Targeted TV campaign consisting of audience-driven, location-based commercials in 11 states.
GOAL, STRATEGY, TACTICS:
- The goal of the campaign was achieved.
+ 28% increase brand awareness,
+ 34 % increase in favorability and
+ 30% increase in intent to research. - The TV Plan had a high frequency strategy: Targeted TV successfully attained average of 8.5.
Automated, data driven, activation tactics were used across 6,582 ZIP Codes then measured for attribution.
What educational marketers want to achieve, Targeted TV can do:
KPI MEASUREMENT: Tied into location, media weight and web traffic
HEAVY FREQUENCY: Concentrated TV impressions create breakthrough awareness in noisy markets
INCREASE: In brand awareness, value and course selection
DRIVE: Achieve offline impact among audience segments with effective network placement
TV MEDIA EXECUTION: Simple and transparent to inventory with spot by spot reconciliation
