A Strategic Plan Targeting the Right Audience

UMass Boston needed to increase engagement with potential new incoming freshmen. Their main focus was generating lead form submissions and phone calls to admissions. They had a big open house event planned and wanted to ensure it was well attended and that it built awareness for the school. This went hand in hand with the goal of generating interest from potential incoming freshman.

CMG Local Solutions knew a strategic digital campaign hyper-targeting their audience across multiple platforms would help UMass Boston reach their goal.

UMass Increases Awareness & Applications

UMass Boston had several audiences to reach: high schoolers and their parents. Using Cox Targeted Display and Cox OneSearch we were able to reach both of these targets on the platforms they most frequently engage. Specific geo-targeting around select high schools allowed UMass Boston to reach the students more likely to enroll.

The campaign exceeded their expectations for lead generation and Open House attendance. UMass Boston saw a 48% increase in applications from the specific high schools they targeted and overall had the highest enrollment of new students ever.