Kelley School of Business needed to engage potential students through online media. But they wanted to make sure they were placing the right kind of media in the right places to get the most impact from their limited media spend.
Element Three researched possible online media, developed a profile of the best potential audience’s online media habits and cross referenced the two to strategize and execute an online media buy. The next step was to develop a Flash banner ad series for online use that could be economically produced.
Element Three managed and evaluated the ad performance scorecard weekly and, accordingly, modified the creative and the media buy in real time. After testing several buttons to optimize engagement, a revised version was published online to elicit the greatest number of requests for information about the school’s programs. After the intense three-month campaign, a final summary was developed for the client, with key areas for improvement to further maximize the campaign in the future.