A nationally ranked university wanted to increase its online course enrollment. Their current talk radio strategy was not delivering their desired result.
We began by gaining a complete understanding of their goals, objectives, and audience based on current student profiles. To test the viability of short-form TV, we created a free online course using :60 and 1:20 spots, targeted to 20 specific lifestyle and conservative national cable networks.
After airing over a 10-week period, the short-form television campaign brought in over 20,000 responses with 12,000 registered students. Given this campaign was on a new media platform, the original goal was to hit under $20 per student. This campaign yielded $15 cost per student.