08/24/17

Scoring New Students for a Des Moines Community College

As a full service ad agency, we love to highlight marketing successes that harness the power of ‘story’ across channels and platforms to drive engagement and results. Des Moines Area Community College (DMACC) is one client for whom we did exactly that. Our hyper-local mobile campaign drove 1,000+ website visitors in just three weeks by encouraging transfer students to start their story at DMACC. Here are just a few highlights from the campaign.

DMACC Hyperlocal Digital Campaign Strategy and Results

Every year, the Iowa high school basketball tournament draws thousands of festive fans to support their city’s team. OBI Creative recognized the event as the perfect opportunity for DMACC to reach prospective students and their parents. We created a hyper-local mobile campaign, consisting of digital ads that displayed to those within a certain mile-radius of Wells Fargo Arena. The ads were designed to grab the attention of media-consuming high school students and their parents, when their eyes weren’t on the game.

‘Make a Fast Break’

Our banner ads were basketball themed, with messaging appealing to students on the verge of making their college decisions. We utilized a demand-size platform (DSP) to buy geo-targeted advertising space around Wells Fargo Arena and surrounding attractions for three weeks during the boys and girls state basketball tournaments.

DMACC website results

Executed on three channels (Facebook, Twitter and LinkedIn), our mobile banner ads drove more than 1,000 visitors to DMACC’s Start Your Story landing page; from those visitors, five contact submissions were collected. During the campaign, there were 762 mobile sessions from the Des Moines metro area and 87%-mobile driven traffic to the Start Your Story landing page.

The results show that our efforts were on target. We delivered the right messaging to the correct audience at the perfect moment. That’s campaign success with nothing but net!

Have a marketing project in the works? We’d love to hear about it!