Advertising Project: Campaign for University Enrollment

The assignment content is about an advertising project for a university aimed at increasing enrollment by 50 students. The campaign goals and customer insights are discussed, including demographic, psychographic, and geographic targeting. A data-driven marketing campaign will be created using primary and secondary data. The offer and messaging involve a 'Big Idea' of offering 50% scholarships and daily meals to the first 30 enrollments. The strategy includes addressing the audience during admission time, building relationships with students, and motivating influencers to spread positive messages. The media plan involves digital advertising (banner and paid search), social media advertising (Facebook and Instagram), influencer marketing, mobile advertising, and direct communication through email marketing.

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Advertising project

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Part 1: Campaign Goals and Customer Insights
Campaign Goals (set by client) (university)
- Increase enrollment by 50 students (enough to offer 2nd section).
- Reaching nationwide.
- Reach GenZ
Campaign Targeting
Demographic-
About the demographic targeting, an organization has the ability for reaching a particular set
of consumers who are likely to be within a specific gender, age range, household income, and
parental status.
Psychographic-
The psychographic segmentation will capitalize on this by dividing the consumers based on
the psychological factors, that consists of the lifestyles, personalities, behaviors as well as
beliefs. This is some of the factors that will help the organization in terms of predicting how
they and the consumers will be responding to the focused marketing campaigns (Reinhold
and Alt, 2013).
Geographic-
The university must consider the area around the target market such as a college campus.
Campaigns targeting the college students will be aged between 18 to 26 years, for instance,
for the future, the university must target to the students from the different geographic region.
Benefit- The meritorious students will be benefitted by this marketing campaign

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Usage- It can be used by the students
Campaign Research
A data-driven marketing campaign will be created. The data-driven marketing campaigns use
the data of the consumers for optimizing performance, by enabling more perfect assumptions
about consumer behavior (students).
The primary and secondary data will be used. The primary data will consist of the data that is
collected by the researcher. It is the data mainly collected for the purpose of the study and
will address the present problem that is how to gain more students. On the other hand, the
secondary data is mainly the data from all other sources that has been already collected and it
is quickly available. It is the data that is extremely expensive in nature and can be attained
quickly from different published sources. It will be extremely useful when the primary data
cannot be obtained at all.
It can be said that there are some of the information by which the marketing campaign can be
created and executed. For creating the marketing campaign the following information is
required:
- Information about the right audience
- Information about the partnerships that will reduce the entire cost of the campaign
- Information about successful contents
- Creativity
- Information about the best SEO team
- Information about consumer reviews
The following are some of the information needed for executing the marketing campaigns
- Ideas about brainstorming

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- Relevant information about the target audience
- Information about advertising message
- Information about the quantifiable goals of the campaign
- Campaign budget
- Marketing strategies for communicating with the consumers
- Information about the marketing campaigns parameter and objective
Part 2: Offer and Messaging
Campaign "Big Idea"
The main message for the students that the University wants their audience to recall is that
the first 30 enrollments will receive 50% scholarships and one time meal every day in the
college.
Ideas for the main creative concept
Most of the students will be attracted towards the idea of getting 50% of scholarships and
every day they will be getting a one-time meal
Reasons to click?
The message is perfect and it will click because getting 50% scholarship along with one-time
meal every day is huge because they do not need any test or background for qualifying that.
Reasons not to click?
The message may not click because a lot of universities are providing the scholarship at
present.

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Credibility
What I said will be proved valid because the University has tied up with one of the famous
universities across the globe. Hence, students will be bound to believe what is pitched to
them is true.
Part 3: Strategy
The audiences will be addressed in the following ways:
There will be times when the audiences (students) will be most likely to be receptive and it
will be during the admission time (Fall or spring)
The university is mainly looking for building relationships with the students that will help
them to generate more students in terms of enrollment
The audiences who will spread the messages will be motivated by saying that they have to
pay 30% less in their admission fees if they spread the positive messages of the university
and with the help of this if they are able to bring potential consumers to them
The sense of scarcity in terms of advertising the message will be done by revealing that the
offer will be only for a limited period and it will in return create a sense of urgency among
the students and they will be excited to avail the offer that is conveyed by the university via
the message
Part 4: Media Plan
Digital advertising
The digital tools that will be used are: Banner and paid search. Website banner can be both
beautiful as well as creative for conveying the message. The paid search marketing

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campaigns can be quite effective for reaching out to the audiences and enhancing the business
and they also most cost-effective (Smith, 2011).
Social Media Advertising
Facebook and Instagram will be used for reaching out to the target audience. It is quite
evident that GenZ is using Instagram and Facebook a lot for connecting with the world.
Hence, the university will get a huge platform via Facebook and Instagram for their target
audiences.
Influencer marketing will be one of the best social media strategies because it is a form of
marketing in which the focus is mainly placed on the influential people rather than the target
market as a whole on social media (Okazaki and Taylor, 2013).
Mobile Advertising
Mobile advertising will be used for the target audiences who will be students as well as their
parents because both of the target audiences use mobile to a great extent so it will be
beneficial for the university in terms of enrolling the students.
Direct Communication
Email marketing is one of the most effective ways by which students can be
recruited/enrolled. The university must try to make the email simple, clear as well as
compelling as it is an essential instrument for communicating with the prospective students.
Email should be chosen for its relevance to more than one segment that has been already
established by the university. Furthermore, it is quite necessary for making the email standout
by giving it an irresistible subject line (Khang, Ki, and Ye, 2012).

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References
Khang, H., Ki, E.J. and Ye, L., 2012. Social media research in advertising, communication,
marketing, and public relations, 1997–2010. Journalism & Mass Communication
Quarterly, 89(2), pp.279-298.
Okazaki, S. and Taylor, C.R., 2013. Social media and international advertising: theoretical
challenges and future directions. International marketing review, 30(1), pp.56-71.
Reinhold, O. and Alt, R., 2013. How Companies are Implementing Social Customer
Relationship Management: Insights From Two Case Studies. In Bled eConference (p. 24).
Smith, K.T., 2011. Digital marketing strategies that Millennials find appealing, motivating, or
just annoying. Journal of Strategic Marketing, 19(6), pp.489-499.