From the Nominator

"This fall, the Franklin College marketing team came across the fascinating Glacier white paper, “The State of Higher Education Advertising to High School Students in 2022.” We learned quite a bit from our reading, including the fact that 12% of students reported recalling an encounter with a Spotify advertisement from a higher education institution.   

We had been searching for new ways to create brand awareness and increase our presence in nearby markets, so we were more than excited to try a digital audio advertisement. We set up our Spotify advertising campaign to run from November 17-December 15, 2022. Every Spotify free account user in our target age ranges would hear the ad, and anyone looking at their phone during the advertisement would see a fun picture of students having a great time on campus in the fall. Tapping on the picture for more information would take users to the page of our website, where they could schedule a visit. Since we are a small school with finite resources, we decided to utilize our campus recording studio for ad production, and our very own coordinator of social media and marketing provided the voice of Franklin College!"

From the Judges

The campaign demonstrated a strategic use of digital audio advertising to enhance brand awareness and expand their presence in target markets. By leveraging Spotify's reach and utilizing their own resources, they created a warm and engaging ad with a testimonial from a current student. The impressive reach, high percentage of listeners completing the ad, and above-average click-through rate showcased the campaign's success. Franklin College's innovative approach, utilization of limited resources, and the tangible impact on campus visits, applications, and enrollments made it stand out among the nominations.