TURNING DATA INTO RESULTS FOR COLLEGES AND UNIVERSITIES REACHING THE MILITARY COMMUNITY
THEIR RECRUITING CHALLENGE
Understanding the challenges military spouses face in managing their career and education within the military lifestyle, a well-recognized Division 1 University desired to extend its program offering to the military spouse community by designing new flexibility and unique structures into their program that would highly benefit the transient realities of military life. Recognizing their lack of experience recruiting and targeting the military spouse demographic, the school sought experts at targeting and building campaigns focused on niches within the military community.
THEIR GOALS
Engage Military Spouses
Engage military spouses seeking online degree programs with precise targeting
Brand Awareness
Gain brand awareness and trust within the military spouse community
Attract Prospects
Create a pipeline of military spouse prospects interested in pursuing an education
Increase CTRs
See an above industry average click-through rate for display network ads
Convert Leads
Convert military spouse leads to actual enrolled students
Lead Gen Funnel
Build a proper lead generation funnel with a measurable ROI
The NCAA Division 1 University had previously worked with branding components of VIQTORY’s extensive publication audience, and were intrigued by extending their partnership to include the design and execution of an end-to-end Managed Programmatic Advertising campaign to target the Military Spouse audience.
Given the short time-frame for program enrollment and recognizing VIQTORY’s decades of experience in military audience engagement, the University was rapidly able to authorize VIQTORY to develop the digital assets, messaging, and creative materials to be used throughout the Managed Programmatic Ad campaign.
A specific goal for the campaign identified was developing greater internal understanding of the core marketing KPIs such as current ad effectiveness, CTR, conversion rates, and how to build a proper lead generation funnel with a measurable ROI. VIQTORY’s expert and knowledgeable team provided ongoing high-touch support and education to improve the university’s internal capacities, which lead to gains in overall marketing effectiveness.
VIQTORY'S UNIQUE EXPERIENCE
Founded in 2001 by Navy veterans, VIQTORY established itself as the go-to resource for military transitioning to civilian education and employment. Since then, VIQTORY has built itself into a trusted leader in military spouse and veteran education recruitment, with unprecedented data-based insight into veteran and military spouse interests, skills and education-seeking behaviors.
VIQTORY’s rich data set, incorporates survey results, publicly available data, and predictive models built by their in-house data scientists. Strong data insights combined to great effect with managed programmatic advertising layered over a 15 year publishing record with brand safe assets, helps clients reach millions of U.S. veterans and military spouses
THE RESULTS
Increased click-through rate (CTR) and leads over industry average within 30 days.
Increased Landing Page Conversions
Surpassed Military Spouse Enrollment Goal
TURNING DATA INTO RESULTS
First-party data enables VIQTORY to focus with great precision on the audiences that matter most to their clients. But limitations of data-matching technology can create a gap between desired reach and available online targets.
VIQTORY works closely with partners to develop a strong message-to-market match with custom designed digital assets like banners, landing pages and unique content. While many clients often bring their own creative, VIQTORY’s internal creative team has 40 combined years of military- and veteran-specific design experience, which is critical to a successful campaign that hinges on delivering the right message at the right time to the right audience segment.
Reach More Military & Military Spouse Students!
Our team of experts drive serious results using our proprietary data. We’ve increased military student enrollments for some of America’s leading schools. If you’d like to learn more about how we can help your school achieve results like the ones above, reach out to us. We’d be happy to develop a plan with you! Use the form to access our Education Media Kit.
