Dept. of Education – Display, OTT, Programmatic Video, Meta, and SEM

Objective

To close this Public Education Program (PEP) opportunity, the association needed to demonstrate, through our team, that it could provide:

1. Maximum budget effectiveness through precise audience targeting to reach eligible individuals.
2. A strategy that compliments and amplifies the impact of broadcast advertising.

Results

• Halfway through the first campaign, they increased profits by 40% more than originally booked.
• Delivered over 500,000 total visits to the website.
• PEP client was so pleased with the results that they booked campaigns for two other programs as well.

Strategy & Solutions

Prior to initiating, we held discovery meetings to identify real needs and strategize, ultimately deciding on using video ads on Streaming TV and Programmatic Video to build credibility and quickly convey complex information. Ads were targeted to reach key audiences, with 20% of impressions aimed at Spanish-speaking individuals. We followed up with Programmatic Display, Facebook ads, and retargeting to boost adoption, while SEM captured searchers looking for similar benefits. We incorporated creative design over the course of the campaign for regular refreshes to maintain a high level of performance.

Our team worked alongside this associations and the client to ensure campaign success through creative reviews, audience targeting, and optimizations. Ongoing campaign optimization allows us to identify new audiences and strategy opportunities that may have been overlooked initially. These frequent optimizations are always based on the initial KPIs set by the client.

To ensure the success of our campaigns, our practice is to hold monthly reporting calls and providing custom reports focused only on the key metrics the client cares about. We also provide live, 24/7 dashboard access so that campaign performance can be tracked at any time.