Project Description

UMass Boston

MAKING THE MOST OF AD SPEND

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UMass Boston case study

Situation

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The University of Massachusetts Boston was looking to implement a unique strategy to drive recruitment, interest, and increase applications to programs through international exposure. They faced challenges with a limited available budget. Pepper Gang utilized a strategic digital advertising approach to control ad spend in the most cost-effective manner. By identifying the channels capable of reaching the right audiences, Pepper Gang aided in achieving their goals quickly and efficiently.

  • Brand Awarness

  • Digital Advertising

  • Target Audience Identification

Solution

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Pepper Gang reviewed prior year strategies, target audiences, and major markets to develop a plan to drive more brand awareness in foreign markets with high interest for programs offered. After identifying the behaviors of target audiences, Pepper Gang implemented an AdWords strategy that would allow UMass Boston to get the most out of its budget.

Brand Awareness
AdWords Strategy Implementation
Multi-Channel Targeting
Foreign Market Reach

Results

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After the implementation of digital advertising strategies, acquisition across channels grew by over 12% for UMass Boston. Recruitment related interest grew by over 1000% from previous year.

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