A Single Undergraduate Campaign – The Calculate Way

At Calculate, our digital marketing campaigns are built to achieve your enrollment goals - not pad our bottom line. They are thorough, robust, and complex. See for yourself. Here’s the work we put into a single general undergraduate campaign.

Here's the copy from the infographic...

A Single Undergraduate Campaign – The Calculate Way

At Calculate, our digital marketing campaigns are built to achieve your enrollment goals - not pad our bottom line. They are thorough, robust, and complex. See for yourself. Here’s the work we put into a single general undergraduate campaign.

Strategy, Research, and Creative Development

We strategized with the client, performed institutional research, and interviewed 8 students to help craft unique and authentic messaging.

We wrote ad and landing page copy centered on the 5 themes of:

• Affordability
• Catholic Education
• Community
• Quality & Success
• Transfers

We designed, programmed, and hosted 5 unique landing pages  - 1 for each theme.

We produced (ready for this?) 175 individual creative ads in 12 ad sets!

Those ads were used in:

• Search Engine Marketing (Google Ads)
• Social Media Marketing (Facebook and Instagram)
• Programmatic Advertising (Display, Data Targeting, Impression Retargeting)

We targeted students, their parents, and built retargeting audiences to convert higher-quality prospects.

We tracked 3 Primary KPIs, 5 secondary KPIs, and 3 tertiary KPIs.

Results

Branding and Awareness

• Impressions: 2,965,629 2.   Clicks: 34,999

Primary KPIs

• Form Conversions: 60
• Phone Calls: 3,534

Secondary KPIs

• Apply Clicks: 811
• Logo Clicks: 3,767
• Sitelink Clicks: 97
• Driving Directions: 8
• Get Location Details: 22

Tertiary KPIs

• Post Comments: 47
• Post Reactions: 1,274
• Post Shares: 77

We did all of that while Maximizing ROI

• Cost per Click (CPC): $1.66
• Cost per Thousand Impressions (CPM): $7.12
• Cost per Action (CPA): $2:18
• Cost per Primary KPI (CPA-Primary): $5.88