"Davidson College embarked on a digital advertising campaign during our peak application period to reach high school seniors. We took two strategic approaches: (1) re-marketing to known prospects, and (2) using keywords and search terms to broaden our reach.
Davidson College recognizes that higher ed recruitment needs to look beyond traditional in-person marketing and deliver a brand experience through digital channels. Expressed through our #DavidsonTrue campaign, the Davidson College experience combines academic rigor with a distinctly supportive community.
Students who attend Davidson know this. We want prospective students to know this too. Because the ads may well be a first touchpoint, we want to reinforce the distinctly Davidson, personalized experience. That’s why we lead with a simple message: "We know that applying to college can be difficult. Let us help."
With a combination of display, video, and search ads, we used programmatic, social media, and search platforms to reach our audience. The result was an increase of first-year applicants over last year, and indeed all previous years."
From the Judges
Attractive imagery and did a good job of addressing barriers. Met all goals. Well done.
