Last year, UA Little Rock made major strides in affordability by offering a half-off scholarship for those who didn't have merit scholarships through the university. To highlight that, we launched social media ads to help get the word out. One set of ads were targeted to prospective traditional-aged students and their families, while another set was target toward new majority learners. Each set of ads had its own creative designed to support that group. Combined, the two awareness ad sets are garnering approximately 200,000 impressions per month, with a .05 percent click through rate. They are also driving interest with the university, as our number of tours and inquires are on the rise. However, most importantly, these ads are playing a direct role in seeing projected increases of first-time freshmen to our campus. Our applications suggest that we are on target to turn a 10+ year enrollment cliff.
From the Judges
The campaign's strategic focus on affordability and its powerful impact on prospective students stood out among the nominations. By directly addressing the financial barriers faced by students, the ads instilled hope and effectively conveyed the university's commitment to accessibility. The impressive reach, click-through rate, and increased interest in campus tours and inquiries demonstrated the campaign's success. Moreover, the ads served a dual purpose of both raising awareness and substantiating the university's claims of affordability. UA Little Rock's innovative approach and the profound impact it had on prospective students make it a deserving recipient of this recognition.
