Paid Media / Google Ads
Performance-focused creative across paid media, web, and content initiatives. used audience insights, campaign data, and A/B testing to evolve creative, strengthen engagement, and deliver against KPIs–including $120K+ in enrollment revenue from paid media campaigns.
Increase awareness of Waterford and it’s offered resources. As well as Increasing qualified leads for parents and caregivers who will complete a registration on the website via Consideration and Conversion
AWARENESS
Metrics: Reach, Frequency, Impressions
A mix of digital and traditional channels will effectively
educate the audiences on Waterford’s message.
KPIs: Impressions, CPM, Clicks
ENROLLMENT
Metrics: Online Registrations for Waterford Upstart
Conversion optimized digital campaign that focus on users taking a specific action once they make it to a landing page.
KPIs: Engagement, CTR, Conversions, Conversion Rate
CHANNELS
Paid social
Display
Video/Connected TV
Streaming Audio
Out-of-home (OOH)
Media Plan
Paid social allowed for both awareness and consideration + conversion campaigns and was effective at driving a high volume of impressions with impressive reach, as well as more targeted conversion-focused campaigns.
Display & programmatic leveraged 1st party data to target beyond geographic and demographic parameters. While generally considered a key awareness channel, some consideration advertising was made possible with the right targeting on display
and programmatic platforms.
Streaming Audio targeted multicultural and rural listeners across relevant music playlists and podcasts with non-skippable rich audio assets on digital audio.
Video + CTV Reached audiences through multiple touch-points, whether their viewing mobile first videos or across streaming channels, CTV (Connected TV)
Out-of-home (aka billboard advertising) geographically targeted digital and traditional large-scale outdoor banners to drive awareness at scale.