THE CHALLENGE

The College of Science at this four-year state university wanted to recruit high schoolers who excel in science, tech, engineering and math (STEM). The university worked with Advance to reach STEM students online.

Goals

  • Increase enrollment in the College of Science

THE STRATEGY

Our team of experts set up a four-week digital campaign leading up to when seniors choose which college to attend:

  • Started by researching the 40 top-performing STEM high schools in the four closest states.

Half of the campaign went toward mobile in-app ads, geo-targeted to those schools. Any student who engaged with an ad and then left the area was retargeted later using the other half of the budget. The university spent $2,951 to deliver 250,000 ad impressions over four weeks.

THE RESULTS

  • 1,134 clicks at 0.46% CTR (click-through rate)
  • 113 admitted students, 88.3% increase
  • 79% increase in Honors College students from the College of Science

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