Advertisers & Agencies

The objective of the campaign was to generate qualified leads for Kennedy-Western University (KWU) and ultimately increase enrollment at KWU. The company's secondary goals included driving traffic to KWU's website and raising awareness about the university.

Strategy

Undertone placed KWU's ads in highly visible areas on prominent business, career and news websites such as BusinessWeek.com, CareerBuilder.com, Monster.com and USNews.com. By leveraging the brand recognition and reach of these websites, KWU reached a significant number of individuals within its target audience.

In addition, Undertone tested different time periods to determine which days and times experienced the best conversion rates. After reviewing the data, Undertone concentrated the campaign on weekdays when many of the targeted websites experienced higher traffic levels. Undertone also focused KWU's delivery during business hours when the ads displayed an increase in performance.

Undertone analyzed results from KWU's previous campaigns to identify performance trends and target ads accordingly by content channel. Based on this information, Undertone created a variety of pop-under advertisements that were customized to specific channels and designed to generate leads and drive qualified traffic to KWU's website. By tailoring each ad for a specific channel and incorporating incentives such as a free catalog, Undertone helped KWU appeal to its target audience and generate qualified leads.

The campaign resulted in a lead conversion rate of nearly 5% and an average click through rate (CTR) of 2%. Undertone provided KWU with a proven platform for qualified, high-volume lead generation. By leveraging Undertone's influential audience and precise targeting capabilities, KWU enjoyed a high volume of leads that exceeded the company's expectations.