“We knew we needed to segment our prospective audience to put meaningful content in front of them,” says Alan Smodic, Web Communications Manager at Coastal Law. “This campaign targeted those specific students and brought them to our space. The quick success has given our admissions staff an outlet to connect with students as they choose a law school.”
Not only did the ads reach prospects in the chosen demographic, they also were seen by anyone connected to people who “liked” the page. This social reach aspect furthered the number of interactions and connections.
“Florida Coastal’s overall goal was to increase interaction with prospective students and give information to those interested in attending law school in Florida,” says Despina Pappas, BroadBased’s marketing coordinator. “We created the copy, determined the target demographics and launched the campaign.”
At the end of the four-week campaign, page likes grew from 51 to 1,074, a 2,105% increase. “The campaign was even more successful than we projected,” Pappas reports.