FY19 Campus Tour Ads

Brief Description

The purpose of this report is to evaluate the effectiveness of the digital ads that the Office of Marketing and Brand Management have been running since January 2019 to promote campus visits and explore whether these ads increase awareness and the number of tour registrations. To answer these questions, I have compiled tour data from the months when Marketing is in market with ads, January - June from the past three fiscal years.

Tour Numbers

As summarised in the table below, tour registration numbers have declined, however actual attendance numbers in FY19 are up 10% from the previous 2 years. Additionally, the percent of registrants who ultimately attend a tour has grown by 12%.

Year	Registered	Attended	PctAttended
2017	828	565	68.24%
2018	825	562	68.12%
2019	773	619	80.08%

Campus Tour Registrants (Students Only)
	Number of Tour Registrants (Students Only)			Percent Change over Time
Month	FY17	FY18	FY19	FY18_FY19	FY17_FY19
Jan	62	44	29	-34.09%	-53.23%
Feb	150	173	147	-15.03%	-2%
March	151	119	129	+8.4%	-14.57%
April	343	399	324	-18.8%	-5.54%
May	55	43	63	+46.51%	+14.55%
June	67	47	81	+72.34%	+20.9%

Campus Tour Attended
	Number of Tour Attendants (Students Only)			Percent Change over Time
Month	FY17	FY18	FY19	FY18_FY19	FY17_FY19
Jan	39	25	17	-32%	-56.41%
Feb	96	127	132	+3.94%	+37.5%
March	103	79	107	+35.44%	+3.88%
April	243	267	254	-4.87%	+4.53%
May	36	29	49	+68.97%	+36.11%
June	48	35	60	+71.43%	+25%

Growth on Attendance of Registrants
	Pct of Students Registered who Attended			Percent Change over Time
Month	FY17	FY18	FY19	FY18_FY19	FY17_FY19
Jan	62.90	56.82	58.62	+3.17%	-6.8%
Feb	64.00	73.41	89.80	+22.33%	+40.31%
March	68.21	66.39	82.95	+24.94%	+21.61%
April	70.85	66.92	78.40	+17.15%	+10.66%
May	65.45	67.44	77.78	+15.33%	+18.84%
June	71.64	74.47	74.07	-0.54%	+3.39%

Digital Ads Performance

Marketing has run digital ads since January promoting tours through three different platforms, Facebook, Instagram, and Pinterest. Instagram and Pinterest CTRs are above benchmark and the Facebook CTR is above out cutoff of 0.45%.

Group Rows
Code_Vendor	Code_Medium	Impressions	ClickRatePct	UPV	BounceRatePct	Av_TOP	Cost
Facebook
FB	CAR	151,670	0.48%	220	92.27%	00:02:25	$655.33
FB	DISP	636,458	0.46%	659	93.96%	00:01:20	$3710.57
FB	VID	179,460	0.53%	192	93.65%	00:00:25	$1071.02
Instagram
IG	CAR	195,958	0.19%	163	93.75%	00:01:20	$943.27
IG	DISP	262,097	0.19%	257	95.6%	00:02:45	$1176.13
IG	VID	271,288	0.19%	153	99.35%	00:08:25	$1499.58
Pinterest
PIN	DISP	144,241	0.28%	209	96.04%	00:01:15	$636.61

Web Traffic

Marketing has seen nice growth in web traffic activity, measured by Unique Pageviews, in FY19.

The table summarises Unique Pageviews by Month of the key months over the past 2 years.

Campus Tour Web Traffic
	UPV		Percent Change in Web Traffic FY18-FY19
Month	FY18	FY19
Jan	1	156	+15500%
Feb	0	146	+Inf%
March	2	276	+13700%
April	73	390	+434.25%
May	408	380	-6.86%
June	319	364	+14.11%

Tour Page Visits from Ad Campaign 2018 & 2019 Comparison

Year	UPV	BounceRatePct	Av_TOP
2018	803	91.1	00:01:05
2019	1712	94.2	00:01:25

Ad Level

FY19 Ad Performance by Vendor and Medium

FY18 Ad Performance

Currently missing information on the budget and and scope of the ads.

Vendor	Medium	Impressions	ClickRatePct
FB	DISP	72964	0.37

Traffic sources to the web page

Shift in distribution of referral traffic to tour/visits pages from 2018 to 2018.

Not only did a much higher percentage of the web traffic come from Dig Ads in 2019

	Web Traffic-UPV		Average Time on Page		Percent Change
ReferralCategory	FY18	FY19	FY18_Avg_ToP	FY19_Avg_ToP	YoY_Change	Avg_ToP_Pct_Diff
Digital Ads	803	1,922	00:01:07	00:01:25	Up 139.4%	Up 26.69%
Google	3,632	3,807	00:01:34	00:01:38	Up 4.8%	Up 4.86%
Other	1,840	862	00:01:17	00:01:55	Down 53.2%	Up 49.68%

FY19 Campus Tour Ads

Spring Advertising Campaign

Christine Iyer

2019-07-01