When an online university was struggling to grow its Hispanic student population by 10 percent, they realized their current print and direct mail campaigns weren’t very effective. They needed a new strategy to reach this target audience and combat the low conversion rates.
Together, the university and our team turned to the power of cable television. We personalized the viewer experience by developing a creative spot that featured a well-known Hispanic music artist and targeted 20 Hispanic cable networks.
The move was a success. Cable was far more compelling to this demographic than print and direct mail. The Hispanic cable campaign far-exceeded the university’s goal, increasing the student population by 25 percent.