Travel Report

Travel Ad Campaign

From 9/1/18-11/14/18, USM Office of Marketing and Branding ran digital advertisements to support out-of-state Admissions college fairs and High School visits. Using the Office of Admissions calendar of events, we targeted the geographic areas where these events were booked. All of our ads drove traffic to the HS students web page. We paid particular attention to where Admissions wanted to increase student applications in hopes to increase Inquiry activity by advertising the events themselves and increasing brand awareness.

The purpose of the interactive map below is two-fold.

• Demonstrates successful targeting by showing where travel events were held (blue) and the origin of web traffic driven by ads (yellow)

• Calculates distance between any 2 points you select in order to get an idea of how far students have to travel to get to fairs

Ad Performance

CTR

• Both Facebook and Snapchat out-of-state ads targeting the HS audience have higher CTRs, 38% and 28% respectively, than the in-state campaign ads
• DBM has a 38% higher CTR than we typically see from this platform
• Instagram is 25% higher than the national benchmark

Web Traffic

• Overall growth in the total number of unique pageviews to the Undergraduate Campaign Landing Page from the areas that we geotargeted this year with digital ads on Doubleclick, Facebook, Instagram, and Snapchat
• Notable growth from FY17 to FY18 in CT and MA (Sept 1-Nov 30)
• Bounce Rates are consistent with our in-state HS Campaign

Marketing Web Inquiries

Stealth Applications