FA20 Transfer Campaign to Current Undergraduates Facebook, Instagram, and Twitter
Office of Marketing and Brand Management
2019-09-20
CU_TR Campaign
Phase I: August 15 - August 30, 2019
Phase II: November 1, 2019 - Twitter added
Phase I 7 Day Report
Description
From August 15 through August 30, 2019, the Office of Marketing and Brand Management at USM is running Phase I of a two phase FB/IG campaign of display ads targeting current undergraduates to consider the Transfer program at USM by driving traffic to https://usm.maine.edu/here-transfer-students. This webpage is a status report on the first days of the live ads.
Findings
Facebook CU_TR
| Code_Audience | ReportingPeriod | YTD_Impressions | Avg_CTR | YTD_UPV | Avg_BR | Av_TOP | Cost |
|---|---|---|---|---|---|---|---|
| CU | YTD | 11,969 | 0.21% | 5 | 100% | NA | $20.94 |
Instagram CU_TR
| Code_Audience | ReportingPeriod | YTD_Impressions | Avg_CTR | YTD_UPV | Avg_BR | Av_TOP | Cost |
|---|---|---|---|---|---|---|---|
| CU | YTD | 22,100 | 0.43% | 61 | 98.36% | 00:04:30 | $205.04 |
Conclusions for Phase I 7 Day CU_TR Report
Both Facebook and Instagram display ads are live and working as anticipated. Clicks on the ads are driving traffic to the campaign landing page.
Phase I Final Report
Description
From August 15 through August 30, 2019, the Office of Marketing and Brand Management at USM ran Phase I of a two phase campaign promoting Transfer program that targeted towards current undergraduates (CU_TR) by driving traffic to https://usm.maine.edu/here-transfer-students. Phase II goes live November 1, 2019 and will run through … This report shows the performance of Part I of the CU_TR campaign.
Findings
Facebook CU_TR
| Code_Audience | ReportingPeriod | YTD_Impressions | Avg_CTR | YTD_UPV | Avg_BR | Av_TOP | Cost |
|---|---|---|---|---|---|---|---|
| CU | YTD | 42,793 | 0.65% | 45 | 85.29% | 00:00:20 | $92.74 |
Instagram WA_DC
| Code_Audience | ReportingPeriod | YTD_Impressions | Avg_CTR | YTD_UPV | Avg_BR | Av_TOP | Cost |
|---|---|---|---|---|---|---|---|
| CU | YTD | 58,908 | 0.44% | 177 | 98.87% | 00:02:15 | $577.39 |
Conclusions for Phase I Final CU_TR Report
Instagram metrics for phase I are above the benchmark.
Facebook metrics for Phase I are above USM benchmark and close to the national benchmark (0.79%).
Previously, our CTR was consistently above benchmark during late fall and early winter months; we anticipate the same in Phase II.
Phase II will begin November 1, 2019 and will add Twitter to FB and IG
Phase II 7 Day Report
Description
October 1, 2019 - December 31, 2019
Findings
Facebook CU_TR
Instagram CU_TR
Twitter CU_TR
Conclusions
Phase II Final Report
Description
October 1, 2019 - December 31, 2019
Findings
Facebook CU_TR
Instagram CU_TR
Twitter CU_TR
Conclusions