FY21 Fall Travel Refresh
Office of Marketing and Brand Management
8/2/2021
Basic Description
The purpose of this report is to update the statistics on inquiries and applicants for the FY21 Fall Travel Campaign, from the inception of the advertising campaign through 2 weeks after its completion. Based on the Office of Admissions’ historical schedules for out-of-state visits, Rinck has been able to specifically target audiences based on zip code. Here, I tally the numbers for the HS students we reached in the locations targeted. Additionally, in the concluding remarks, I will review the advertising performance in the context of the overall FY21 media performance, in order to make updated recommendations for the upcoming FY22 Fall Travel campaign.
Agenda
For reference, I have included a list of the counties targeted in FY21’s Fall Travel agenda. This is only intended to be a general guide as we do not geo-target the entire county.
County Agenda
I have also attached a list of the cities/counties targeted in FY21’s Fall Travel agenda.
Findings
While the number of inquiries generated during the FY21 Fall Travel Campaign has not changed, there have been significant increases in the number of applications from students who first engaged with USM during the FY21 Fall Travel Campaign. When assessed by targeted area in late March, we saw a 12% decrease in applications from targeted territories. By the end of July, many inquiries initiated while ads were in-market had converted to applications, for an overall decrease of 3% from the previous year.
The inquiry and application numbers by State and County are updated below. I have highlighted FY21, the pandemic year.
Inquiries by State
| State | FY19 | FY20 | FY21 | Trend |
|---|---|---|---|---|
| CT | 95 | 58 | 12 | \(\downarrow\) |
| NH | 182 | 168 | 81 | \(\downarrow\) |
| MA | 594 | 537 | 232 | \(\downarrow\) |
Applications by State
| State | FY19 | FY20 | FY21 | Trend |
|---|---|---|---|---|
| MA | 243 | 241 | 246 | \(\uparrow\) |
| CT | 21 | 17 | 12 | \(\downarrow\) |
| NH | 128 | 119 | 105 | \(\downarrow\) |
It is very important to note that this particular campaign occurred during the peak of the Covid-19 pandemic. HS students and their families were uncertain as to what their college future would look like; closed state borders undoubtedly affected inquiries and applicants during this time, explaining, in part, some of the drop in inquiries. We need to also recognize that stealth applications are increasingly more common among out-of-state students, further cutting into inquiries.
Below is the same data by targeted County.
Inquiries by County
| County | FY19 | FY20 | FY21 | Trend |
|---|---|---|---|---|
| Barnstable MA | 1 | 0 | 1 | \(\uparrow\) |
| Belknap NH | 21 | 19 | 16 | \(\downarrow\) |
| Bristol MA | 60 | 70 | 14 | \(\downarrow\) |
| Essex MA | 93 | 101 | 49 | \(\downarrow\) |
| Fairfield CT | 95 | 58 | 12 | \(\downarrow\) |
| Hampden MA | 89 | 72 | 16 | \(\downarrow\) |
| Hillsborough NH | 99 | 68 | 30 | \(\downarrow\) |
| Merrimack NH | 18 | 22 | 7 | \(\downarrow\) |
| Middlesex MA | 113 | 125 | 61 | \(\downarrow\) |
| Norfolk MA | 32 | 27 | 21 | \(\downarrow\) |
| Plymouth MA | 61 | 37 | 22 | \(\downarrow\) |
| Rockingham NH | 39 | 54 | 27 | \(\downarrow\) |
| Strafford NH | 5 | 5 | 1 | \(\downarrow\) |
| Suffolk MA | 47 | 28 | 11 | \(\downarrow\) |
| Worcester MA | 98 | 77 | 37 | \(\downarrow\) |
Applications by County
| County | FY19 | FY20 | FY21 | Trend |
|---|---|---|---|---|
| Barnstable MA | 2 | 2 | 0 | \(\downarrow\) |
| Belknap NH | 18 | 16 | 18 | \(\uparrow\) |
| Bristol MA | 18 | 26 | 13 | \(\downarrow\) |
| Essex MA | 63 | 57 | 52 | \(\downarrow\) |
| Fairfield CT | 21 | 17 | 12 | \(\downarrow\) |
| Hampden MA | 12 | 18 | 12 | \(\downarrow\) |
| Hillsborough NH | 56 | 49 | 48 | \(\downarrow\) |
| Merrimack NH | 8 | 19 | 7 | \(\downarrow\) |
| Middlesex MA | 61 | 63 | 81 | \(\uparrow\) |
| Norfolk MA | 15 | 13 | 17 | \(\uparrow\) |
| Plymouth MA | 26 | 21 | 24 | \(\uparrow\) |
| Rockingham NH | 44 | 31 | 26 | \(\downarrow\) |
| Strafford NH | 2 | 4 | 6 | \(\uparrow\) |
| Suffolk MA | 14 | 6 | 11 | \(\uparrow\) |
| Worcester MA | 32 | 35 | 36 | \(\uparrow\) |
And finally, the inquiry and application numbers by city.
Inquiries by City County State
| CityCountyState | FY19 | FY20 | FY21 | Trend |
|---|---|---|---|---|
| Acton, Middlesex MA | 1 | 0 | 3 | \(\uparrow\) |
| Agawam, Hampden MA | 0 | 3 | 1 | \(\downarrow\) |
| Alton, Belknap NH | 3 | 5 | 3 | \(\downarrow\) |
| Amesbury, Essex MA | 3 | 1 | 2 | \(\uparrow\) |
| Amherst, Hillsborough NH | 4 | 0 | 0 | \(\rightarrow\) |
| Andover, Essex MA | 3 | 0 | 1 | \(\uparrow\) |
| Andover, Merrimack NH | 0 | 1 | 0 | \(\downarrow\) |
| Arlington, Middlesex MA | 1 | 5 | 7 | \(\uparrow\) |
| Ashburnham, Worcester MA | 4 | 1 | 0 | \(\downarrow\) |
| Attleboro, Bristol MA | 5 | 6 | 3 | \(\downarrow\) |
| Auburn, Worcester MA | 5 | 1 | 1 | \(\rightarrow\) |
| Bedford, Hillsborough NH | 7 | 5 | 2 | \(\downarrow\) |
| Bedford, Middlesex MA | 1 | 5 | 1 | \(\downarrow\) |
| Belmont, Belknap NH | 2 | 5 | 3 | \(\downarrow\) |
| Bethel, Fairfield CT | 1 | 2 | 0 | \(\downarrow\) |
| Beverly, Essex MA | 5 | 13 | 3 | \(\downarrow\) |
| Billerica, Middlesex MA | 6 | 4 | 4 | \(\rightarrow\) |
| Bolton, Worcester MA | 0 | 1 | 0 | \(\downarrow\) |
| Boston, Suffolk MA | 42 | 23 | 11 | \(\downarrow\) |
| Bow, Merrimack NH | 7 | 4 | 0 | \(\downarrow\) |
| Boxford, Essex MA | 3 | 4 | 2 | \(\downarrow\) |
| Boylston, Worcester MA | 1 | 1 | 0 | \(\downarrow\) |
| Braintree, Norfolk MA | 8 | 3 | 4 | \(\uparrow\) |
| Bridgeport, Fairfield CT | 39 | 7 | 0 | \(\downarrow\) |
| Bridgewater, Plymouth MA | 4 | 6 | 1 | \(\downarrow\) |
| Brockton, Plymouth MA | 23 | 4 | 4 | \(\rightarrow\) |
| Brookfield, Fairfield CT | 0 | 1 | 0 | \(\downarrow\) |
| Burlington, Middlesex MA | 1 | 4 | 1 | \(\downarrow\) |
| Byfield, Essex MA | 1 | 0 | 0 | \(\rightarrow\) |
| Cambridge, Middlesex MA | 14 | 13 | 3 | \(\downarrow\) |
| Canton, Norfolk MA | 1 | 3 | 1 | \(\downarrow\) |
| Charlton, Worcester MA | 3 | 1 | 1 | \(\rightarrow\) |
| Chelmsford, Middlesex MA | 2 | 3 | 3 | \(\rightarrow\) |
| Chicopee, Hampden MA | 16 | 16 | 2 | \(\downarrow\) |
| Cohasset, Norfolk MA | 2 | 2 | 1 | \(\downarrow\) |
| Concord, Merrimack NH | 7 | 13 | 4 | \(\downarrow\) |
| Danbury, Fairfield CT | 7 | 7 | 2 | \(\downarrow\) |
| Danvers, Essex MA | 6 | 7 | 3 | \(\downarrow\) |
| Dartmouth, Bristol MA | 0 | 1 | 0 | \(\downarrow\) |
| Dedham, Norfolk MA | 2 | 6 | 4 | \(\downarrow\) |
| Derry, Rockingham NH | 6 | 7 | 4 | \(\downarrow\) |
| Dorchester, Suffolk MA | 2 | 0 | 0 | \(\rightarrow\) |
| Douglas, Worcester MA | 1 | 5 | 2 | \(\downarrow\) |
| Durham, Strafford NH | 2 | 2 | 0 | \(\downarrow\) |
| Duxbury, Plymouth MA | 3 | 0 | 1 | \(\uparrow\) |
| East Longmeadow, Hampden MA | 1 | 1 | 1 | \(\rightarrow\) |
| Epping, Rockingham NH | 1 | 3 | 1 | \(\downarrow\) |
| Everett, Middlesex MA | 8 | 11 | 2 | \(\downarrow\) |
| Exeter, Rockingham NH | 9 | 8 | 5 | \(\downarrow\) |
| Fairfield, Fairfield CT | 5 | 6 | 1 | \(\downarrow\) |
| Fall River, Bristol MA | 15 | 16 | 3 | \(\downarrow\) |
| Falmouth, Barnstable MA | 0 | 0 | 0 | \(\rightarrow\) |
| Fitchburg, Worcester MA | 1 | 9 | 5 | \(\downarrow\) |
| Framingham, Middlesex MA | 1 | 2 | 5 | \(\uparrow\) |
| Franklin, Norfolk MA | 6 | 5 | 4 | \(\downarrow\) |
| Gardner, Worcester MA | 5 | 2 | 1 | \(\downarrow\) |
| Georgetown, Essex MA | 1 | 1 | 0 | \(\downarrow\) |
| Gilford, Belknap NH | 1 | 2 | 1 | \(\downarrow\) |
| Gloucester, Essex MA | 4 | 4 | 1 | \(\downarrow\) |
| Goffstown, Hillsborough NH | 9 | 5 | 0 | \(\downarrow\) |
| Grafton, Worcester MA | 0 | 3 | 0 | \(\downarrow\) |
| Greenwich, Fairfield CT | 7 | 8 | 0 | \(\downarrow\) |
| Groton, Middlesex MA | 4 | 2 | 0 | \(\downarrow\) |
| Hampton, Rockingham NH | 4 | 1 | 1 | \(\rightarrow\) |
| Hanover, Plymouth MA | 6 | 0 | 4 | \(\uparrow\) |
| Harvard, Worcester MA | 2 | 2 | 0 | \(\downarrow\) |
| Haverhill, Essex MA | 4 | 5 | 6 | \(\uparrow\) |
| Hollis, Hillsborough NH | 0 | 2 | 0 | \(\downarrow\) |
| Holyoke, Hampden MA | 6 | 3 | 0 | \(\downarrow\) |
| Hooksett, Merrimack NH | 2 | 4 | 2 | \(\downarrow\) |
| Hopedale, Worcester MA | 1 | 1 | 0 | \(\downarrow\) |
| Hudson, Hillsborough NH | 7 | 3 | 6 | \(\uparrow\) |
| Hyannis, Barnstable MA | 1 | 0 | 1 | \(\uparrow\) |
| Ipswich, Essex MA | 1 | 3 | 0 | \(\downarrow\) |
| Kingston, Plymouth MA | 2 | 2 | 0 | \(\downarrow\) |
| Kingston, Rockingham NH | 1 | 4 | 0 | \(\downarrow\) |
| Laconia, Belknap NH | 3 | 4 | 5 | \(\uparrow\) |
| Lakeville, Plymouth MA | 2 | 2 | 2 | \(\rightarrow\) |
| Lawrence, Essex MA | 10 | 13 | 3 | \(\downarrow\) |
| Leicester, Worcester MA | 0 | 2 | 0 | \(\downarrow\) |
| Leominster, Worcester MA | 16 | 20 | 2 | \(\downarrow\) |
| Litchfield, Hillsborough NH | 1 | 4 | 1 | \(\downarrow\) |
| Littleton, Middlesex MA | 0 | 3 | 1 | \(\downarrow\) |
| Londonderry, Rockingham NH | 6 | 18 | 4 | \(\downarrow\) |
| Longmeadow, Hampden MA | 1 | 2 | 0 | \(\downarrow\) |
| Lowell, Middlesex MA | 11 | 9 | 5 | \(\downarrow\) |
| Ludlow, Hampden MA | 1 | 1 | 1 | \(\rightarrow\) |
| Lunenburg, Worcester MA | 3 | 1 | 3 | \(\uparrow\) |
| Lynn, Essex MA | 16 | 9 | 4 | \(\downarrow\) |
| Lynnfield, Essex MA | 0 | 4 | 2 | \(\downarrow\) |
| Malden, Middlesex MA | 5 | 11 | 1 | \(\downarrow\) |
| Manchester, Essex MA | 0 | 0 | 0 | \(\rightarrow\) |
| Manchester, Hillsborough NH | 37 | 20 | 6 | \(\downarrow\) |
| Marblehead, Essex MA | 2 | 4 | 2 | \(\downarrow\) |
| Marlborough, Middlesex MA | 3 | 2 | 6 | \(\uparrow\) |
| Marshfield, Plymouth MA | 9 | 10 | 3 | \(\downarrow\) |
| Maynard, Middlesex MA | 1 | 2 | 0 | \(\downarrow\) |
| Meredith, Belknap NH | 4 | 0 | 2 | \(\uparrow\) |
| Merrimack, Hillsborough NH | 10 | 7 | 5 | \(\downarrow\) |
| Methuen, Essex MA | 7 | 9 | 4 | \(\downarrow\) |
| Millbury, Worcester MA | 1 | 3 | 1 | \(\downarrow\) |
| Milton, Norfolk MA | 3 | 0 | 0 | \(\rightarrow\) |
| Milton, Strafford NH | 3 | 3 | 1 | \(\downarrow\) |
| Nashua, Hillsborough NH | 11 | 7 | 7 | \(\rightarrow\) |
| Natick, Middlesex MA | 1 | 4 | 5 | \(\uparrow\) |
| Needham, Norfolk MA | 2 | 1 | 1 | \(\rightarrow\) |
| New Bedford, Bristol MA | 12 | 25 | 1 | \(\downarrow\) |
| New Fairfield, Fairfield CT | 3 | 0 | 2 | \(\uparrow\) |
| New Hampton, Belknap NH | 1 | 0 | 1 | \(\uparrow\) |
| Newton, Middlesex MA | 6 | 5 | 0 | \(\downarrow\) |
| Newtonville, Middlesex MA | 2 | 0 | 1 | \(\uparrow\) |
| North Andover, Essex MA | 6 | 3 | 5 | \(\uparrow\) |
| North Attleboro, Bristol MA | 4 | 6 | 6 | \(\rightarrow\) |
| North Dartmouth, Bristol MA | 5 | 2 | 0 | \(\downarrow\) |
| North Reading, Middlesex MA | 0 | 3 | 0 | \(\downarrow\) |
| North Sutton, Merrimack NH | 1 | 0 | 1 | \(\uparrow\) |
| Northborough, Worcester MA | 4 | 1 | 2 | \(\uparrow\) |
| Northwood, Rockingham NH | 1 | 2 | 0 | \(\downarrow\) |
| Norton, Bristol MA | 4 | 4 | 0 | \(\downarrow\) |
| Norwalk, Fairfield CT | 9 | 11 | 1 | \(\downarrow\) |
| Norwell, Plymouth MA | 1 | 0 | 1 | \(\uparrow\) |
| Oxford, Worcester MA | 2 | 0 | 1 | \(\uparrow\) |
| Palmer, Hampden MA | 4 | 0 | 0 | \(\rightarrow\) |
| Peabody, Essex MA | 13 | 18 | 6 | \(\downarrow\) |
| Pelham, Hillsborough NH | 5 | 4 | 2 | \(\downarrow\) |
| Pembroke, Merrimack NH | 1 | 0 | 0 | \(\rightarrow\) |
| Pembroke, Plymouth MA | 3 | 5 | 3 | \(\downarrow\) |
| Peterborough, Hillsborough NH | 4 | 4 | 1 | \(\downarrow\) |
| Plaistow, Rockingham NH | 2 | 4 | 4 | \(\rightarrow\) |
| Plymouth, Plymouth MA | 8 | 8 | 3 | \(\downarrow\) |
| Randolph, Norfolk MA | 2 | 1 | 1 | \(\rightarrow\) |
| Reading, Middlesex MA | 4 | 4 | 1 | \(\downarrow\) |
| Redding, Fairfield CT | 4 | 2 | 1 | \(\downarrow\) |
| Salem, Rockingham NH | 4 | 2 | 5 | \(\uparrow\) |
| Sandy Hook, Fairfield CT | 2 | 3 | 1 | \(\downarrow\) |
| Saugus, Essex MA | 7 | 1 | 3 | \(\uparrow\) |
| Shrewsbury, Worcester MA | 8 | 3 | 2 | \(\downarrow\) |
| South Dartmouth, Bristol MA | 3 | 0 | 1 | \(\uparrow\) |
| South Easton, Bristol MA | 1 | 1 | 0 | \(\downarrow\) |
| Southwick, Hampden MA | 0 | 1 | 1 | \(\rightarrow\) |
| Springfield, Hampden MA | 45 | 34 | 3 | \(\downarrow\) |
| Stamford, Fairfield CT | 13 | 5 | 3 | \(\downarrow\) |
| Stoneham, Middlesex MA | 2 | 1 | 2 | \(\uparrow\) |
| Stratford, Fairfield CT | 1 | 1 | 0 | \(\downarrow\) |
| Sudbury, Middlesex MA | 2 | 0 | 0 | \(\rightarrow\) |
| Swampscott, Essex MA | 0 | 2 | 2 | \(\rightarrow\) |
| Swansea, Bristol MA | 2 | 1 | 0 | \(\downarrow\) |
| Taunton, Bristol MA | 9 | 8 | 0 | \(\downarrow\) |
| Tewksbury, Middlesex MA | 4 | 6 | 2 | \(\downarrow\) |
| Tilton, Belknap NH | 7 | 3 | 1 | \(\downarrow\) |
| Townsend, Middlesex MA | 9 | 2 | 1 | \(\downarrow\) |
| Trumbull, Fairfield CT | 3 | 2 | 1 | \(\downarrow\) |
| Tyngsboro, Middlesex MA | 1 | 1 | 2 | \(\uparrow\) |
| Upton, Worcester MA | 1 | 1 | 3 | \(\uparrow\) |
| Uxbridge, Worcester MA | 2 | 5 | 1 | \(\downarrow\) |
| Wakefield, Middlesex MA | 3 | 1 | 0 | \(\downarrow\) |
| Waltham, Middlesex MA | 10 | 8 | 1 | \(\downarrow\) |
| Watertown, Middlesex MA | 1 | 2 | 0 | \(\downarrow\) |
| Wayland, Middlesex MA | 1 | 2 | 3 | \(\uparrow\) |
| Weare, Hillsborough NH | 4 | 7 | 0 | \(\downarrow\) |
| Webster, Worcester MA | 8 | 2 | 0 | \(\downarrow\) |
| Wellesley Hills, Norfolk MA | 0 | 0 | 1 | \(\uparrow\) |
| Wellesley, Norfolk MA | 1 | 0 | 0 | \(\rightarrow\) |
| Wenham, Essex MA | 1 | 0 | 0 | \(\rightarrow\) |
| West Barnstable, Barnstable MA | 0 | 0 | 0 | \(\rightarrow\) |
| West Roxbury, Suffolk MA | 3 | 5 | 0 | \(\downarrow\) |
| West Springfield, Hampden MA | 7 | 1 | 2 | \(\uparrow\) |
| Westborough, Worcester MA | 3 | 2 | 3 | \(\uparrow\) |
| Westfield, Hampden MA | 7 | 3 | 2 | \(\downarrow\) |
| Westford, Middlesex MA | 4 | 3 | 0 | \(\downarrow\) |
| Weston, Middlesex MA | 2 | 1 | 0 | \(\downarrow\) |
| Westport, Fairfield CT | 1 | 1 | 0 | \(\downarrow\) |
| Westwood, Norfolk MA | 1 | 1 | 0 | \(\downarrow\) |
| Weymouth, Norfolk MA | 3 | 5 | 2 | \(\downarrow\) |
| Wilbraham, Hampden MA | 1 | 7 | 3 | \(\downarrow\) |
| Wilmington, Middlesex MA | 2 | 6 | 1 | \(\downarrow\) |
| Wilton, Fairfield CT | 0 | 2 | 0 | \(\downarrow\) |
| Winchendon, Worcester MA | 0 | 0 | 1 | \(\uparrow\) |
| Windham, Rockingham NH | 5 | 5 | 3 | \(\downarrow\) |
| Worcester, Worcester MA | 27 | 10 | 8 | \(\downarrow\) |
| Wrentham, Norfolk MA | 1 | 0 | 2 | \(\uparrow\) |
Applications by City County State
| CityCountyState | FY19 | FY20 | FY21 | Trend |
|---|---|---|---|---|
| Acton, Middlesex MA | 3 | 1 | 2 | \(\uparrow\) |
| Agawam, Hampden MA | 1 | 1 | 2 | \(\uparrow\) |
| Alton, Belknap NH | 4 | 4 | 2 | \(\downarrow\) |
| Amesbury, Essex MA | 2 | 2 | 1 | \(\downarrow\) |
| Amherst, Hillsborough NH | 5 | 3 | 0 | \(\downarrow\) |
| Andover, Essex MA | 4 | 3 | 2 | \(\downarrow\) |
| Andover, Merrimack NH | 0 | 1 | 0 | \(\downarrow\) |
| Arlington, Middlesex MA | 3 | 1 | 4 | \(\uparrow\) |
| Ashburnham, Worcester MA | 2 | 0 | 1 | \(\uparrow\) |
| Attleboro, Bristol MA | 2 | 2 | 1 | \(\downarrow\) |
| Auburn, Worcester MA | 2 | 0 | 3 | \(\uparrow\) |
| Bedford, Hillsborough NH | 4 | 2 | 3 | \(\uparrow\) |
| Bedford, Middlesex MA | 1 | 4 | 2 | \(\downarrow\) |
| Belmont, Belknap NH | 5 | 5 | 3 | \(\downarrow\) |
| Bethel, Fairfield CT | 1 | 0 | 0 | \(\rightarrow\) |
| Beverly, Essex MA | 6 | 5 | 4 | \(\downarrow\) |
| Billerica, Middlesex MA | 2 | 3 | 1 | \(\downarrow\) |
| Bolton, Worcester MA | 2 | 1 | 0 | \(\downarrow\) |
| Boston, Suffolk MA | 6 | 3 | 8 | \(\uparrow\) |
| Bow, Merrimack NH | 4 | 4 | 1 | \(\downarrow\) |
| Boxford, Essex MA | 2 | 3 | 0 | \(\downarrow\) |
| Boylston, Worcester MA | 2 | 0 | 1 | \(\uparrow\) |
| Braintree, Norfolk MA | 3 | 1 | 5 | \(\uparrow\) |
| Bridgeport, Fairfield CT | 2 | 1 | 2 | \(\uparrow\) |
| Bridgewater, Plymouth MA | 2 | 3 | 3 | \(\rightarrow\) |
| Brockton, Plymouth MA | 3 | 1 | 0 | \(\downarrow\) |
| Brookfield, Fairfield CT | 0 | 0 | 1 | \(\uparrow\) |
| Burlington, Middlesex MA | 1 | 2 | 2 | \(\rightarrow\) |
| Byfield, Essex MA | 0 | 0 | 0 | \(\rightarrow\) |
| Cambridge, Middlesex MA | 1 | 0 | 3 | \(\uparrow\) |
| Canton, Norfolk MA | 0 | 1 | 3 | \(\uparrow\) |
| Charlton, Worcester MA | 2 | 1 | 1 | \(\rightarrow\) |
| Chelmsford, Middlesex MA | 1 | 3 | 0 | \(\downarrow\) |
| Chicopee, Hampden MA | 3 | 2 | 4 | \(\uparrow\) |
| Cohasset, Norfolk MA | 0 | 0 | 0 | \(\rightarrow\) |
| Concord, Merrimack NH | 2 | 8 | 3 | \(\downarrow\) |
| Danbury, Fairfield CT | 2 | 4 | 2 | \(\downarrow\) |
| Danvers, Essex MA | 5 | 3 | 2 | \(\downarrow\) |
| Dartmouth, Bristol MA | 0 | 0 | 0 | \(\rightarrow\) |
| Dedham, Norfolk MA | 1 | 5 | 3 | \(\downarrow\) |
| Derry, Rockingham NH | 9 | 4 | 4 | \(\rightarrow\) |
| Dorchester, Suffolk MA | 6 | 1 | 3 | \(\uparrow\) |
| Douglas, Worcester MA | 1 | 0 | 1 | \(\uparrow\) |
| Durham, Strafford NH | 0 | 3 | 4 | \(\uparrow\) |
| Duxbury, Plymouth MA | 1 | 0 | 0 | \(\rightarrow\) |
| East Longmeadow, Hampden MA | 0 | 2 | 0 | \(\downarrow\) |
| Epping, Rockingham NH | 1 | 3 | 3 | \(\rightarrow\) |
| Everett, Middlesex MA | 4 | 4 | 4 | \(\rightarrow\) |
| Exeter, Rockingham NH | 6 | 2 | 3 | \(\uparrow\) |
| Fairfield, Fairfield CT | 4 | 0 | 0 | \(\rightarrow\) |
| Fall River, Bristol MA | 0 | 1 | 3 | \(\uparrow\) |
| Falmouth, Barnstable MA | 1 | 1 | 0 | \(\downarrow\) |
| Fitchburg, Worcester MA | 0 | 1 | 0 | \(\downarrow\) |
| Framingham, Middlesex MA | 2 | 2 | 7 | \(\uparrow\) |
| Franklin, Norfolk MA | 2 | 2 | 3 | \(\uparrow\) |
| Gardner, Worcester MA | 0 | 0 | 1 | \(\uparrow\) |
| Georgetown, Essex MA | 2 | 0 | 3 | \(\uparrow\) |
| Gilford, Belknap NH | 0 | 2 | 2 | \(\rightarrow\) |
| Gloucester, Essex MA | 4 | 4 | 4 | \(\rightarrow\) |
| Goffstown, Hillsborough NH | 2 | 4 | 1 | \(\downarrow\) |
| Grafton, Worcester MA | 0 | 2 | 1 | \(\downarrow\) |
| Greenwich, Fairfield CT | 1 | 2 | 0 | \(\downarrow\) |
| Groton, Middlesex MA | 0 | 0 | 1 | \(\uparrow\) |
| Hampton, Rockingham NH | 7 | 1 | 1 | \(\rightarrow\) |
| Hanover, Plymouth MA | 2 | 3 | 4 | \(\uparrow\) |
| Harvard, Worcester MA | 2 | 2 | 2 | \(\rightarrow\) |
| Haverhill, Essex MA | 5 | 5 | 6 | \(\uparrow\) |
| Hollis, Hillsborough NH | 2 | 1 | 1 | \(\rightarrow\) |
| Holyoke, Hampden MA | 0 | 0 | 0 | \(\rightarrow\) |
| Hooksett, Merrimack NH | 2 | 6 | 3 | \(\downarrow\) |
| Hopedale, Worcester MA | 0 | 0 | 0 | \(\rightarrow\) |
| Hudson, Hillsborough NH | 3 | 3 | 5 | \(\uparrow\) |
| Hyannis, Barnstable MA | 0 | 1 | 0 | \(\downarrow\) |
| Ipswich, Essex MA | 2 | 3 | 3 | \(\rightarrow\) |
| Kingston, Plymouth MA | 3 | 3 | 2 | \(\downarrow\) |
| Kingston, Rockingham NH | 3 | 3 | 0 | \(\downarrow\) |
| Laconia, Belknap NH | 4 | 1 | 4 | \(\uparrow\) |
| Lakeville, Plymouth MA | 1 | 1 | 2 | \(\uparrow\) |
| Lawrence, Essex MA | 5 | 5 | 3 | \(\downarrow\) |
| Leicester, Worcester MA | 0 | 0 | 2 | \(\uparrow\) |
| Leominster, Worcester MA | 0 | 2 | 2 | \(\rightarrow\) |
| Litchfield, Hillsborough NH | 2 | 3 | 2 | \(\downarrow\) |
| Littleton, Middlesex MA | 1 | 1 | 4 | \(\uparrow\) |
| Londonderry, Rockingham NH | 8 | 11 | 4 | \(\downarrow\) |
| Longmeadow, Hampden MA | 3 | 1 | 1 | \(\rightarrow\) |
| Lowell, Middlesex MA | 4 | 6 | 2 | \(\downarrow\) |
| Ludlow, Hampden MA | 0 | 1 | 1 | \(\rightarrow\) |
| Lunenburg, Worcester MA | 1 | 0 | 0 | \(\rightarrow\) |
| Lynn, Essex MA | 12 | 4 | 6 | \(\uparrow\) |
| Lynnfield, Essex MA | 1 | 0 | 0 | \(\rightarrow\) |
| Malden, Middlesex MA | 2 | 2 | 1 | \(\downarrow\) |
| Manchester, Essex MA | 1 | 1 | 0 | \(\downarrow\) |
| Manchester, Hillsborough NH | 18 | 21 | 19 | \(\downarrow\) |
| Marblehead, Essex MA | 1 | 0 | 2 | \(\uparrow\) |
| Marlborough, Middlesex MA | 0 | 0 | 2 | \(\uparrow\) |
| Marshfield, Plymouth MA | 6 | 6 | 4 | \(\downarrow\) |
| Maynard, Middlesex MA | 0 | 1 | 1 | \(\rightarrow\) |
| Meredith, Belknap NH | 1 | 1 | 5 | \(\uparrow\) |
| Merrimack, Hillsborough NH | 8 | 6 | 8 | \(\uparrow\) |
| Methuen, Essex MA | 4 | 7 | 1 | \(\downarrow\) |
| Millbury, Worcester MA | 0 | 0 | 2 | \(\uparrow\) |
| Milton, Norfolk MA | 2 | 1 | 0 | \(\downarrow\) |
| Milton, Strafford NH | 2 | 1 | 2 | \(\uparrow\) |
| Nashua, Hillsborough NH | 10 | 5 | 7 | \(\uparrow\) |
| Natick, Middlesex MA | 4 | 5 | 4 | \(\downarrow\) |
| Needham, Norfolk MA | 1 | 0 | 0 | \(\rightarrow\) |
| New Bedford, Bristol MA | 2 | 5 | 0 | \(\downarrow\) |
| New Fairfield, Fairfield CT | 0 | 0 | 2 | \(\uparrow\) |
| New Hampton, Belknap NH | 3 | 1 | 0 | \(\downarrow\) |
| Newton, Middlesex MA | 4 | 0 | 0 | \(\rightarrow\) |
| Newtonville, Middlesex MA | 1 | 1 | 1 | \(\rightarrow\) |
| North Andover, Essex MA | 1 | 2 | 7 | \(\uparrow\) |
| North Attleboro, Bristol MA | 6 | 7 | 3 | \(\downarrow\) |
| North Dartmouth, Bristol MA | 1 | 1 | 0 | \(\downarrow\) |
| North Reading, Middlesex MA | 1 | 1 | 1 | \(\rightarrow\) |
| North Sutton, Merrimack NH | 0 | 0 | 0 | \(\rightarrow\) |
| Northborough, Worcester MA | 2 | 2 | 2 | \(\rightarrow\) |
| Northwood, Rockingham NH | 1 | 2 | 3 | \(\uparrow\) |
| Norton, Bristol MA | 3 | 3 | 2 | \(\downarrow\) |
| Norwalk, Fairfield CT | 0 | 1 | 2 | \(\uparrow\) |
| Norwell, Plymouth MA | 1 | 0 | 2 | \(\uparrow\) |
| Oxford, Worcester MA | 0 | 1 | 1 | \(\rightarrow\) |
| Palmer, Hampden MA | 0 | 1 | 0 | \(\downarrow\) |
| Peabody, Essex MA | 4 | 5 | 5 | \(\rightarrow\) |
| Pelham, Hillsborough NH | 2 | 0 | 2 | \(\uparrow\) |
| Pembroke, Merrimack NH | 0 | 0 | 0 | \(\rightarrow\) |
| Pembroke, Plymouth MA | 1 | 2 | 1 | \(\downarrow\) |
| Peterborough, Hillsborough NH | 0 | 0 | 0 | \(\rightarrow\) |
| Plaistow, Rockingham NH | 1 | 1 | 2 | \(\uparrow\) |
| Plymouth, Plymouth MA | 6 | 2 | 6 | \(\uparrow\) |
| Randolph, Norfolk MA | 1 | 2 | 0 | \(\downarrow\) |
| Reading, Middlesex MA | 2 | 3 | 5 | \(\uparrow\) |
| Redding, Fairfield CT | 1 | 0 | 1 | \(\uparrow\) |
| Salem, Rockingham NH | 5 | 3 | 3 | \(\rightarrow\) |
| Sandy Hook, Fairfield CT | 1 | 0 | 0 | \(\rightarrow\) |
| Saugus, Essex MA | 2 | 2 | 2 | \(\rightarrow\) |
| Shrewsbury, Worcester MA | 2 | 4 | 4 | \(\rightarrow\) |
| South Dartmouth, Bristol MA | 3 | 0 | 1 | \(\uparrow\) |
| South Easton, Bristol MA | 0 | 1 | 1 | \(\rightarrow\) |
| Southwick, Hampden MA | 0 | 0 | 0 | \(\rightarrow\) |
| Springfield, Hampden MA | 4 | 6 | 0 | \(\downarrow\) |
| Stamford, Fairfield CT | 5 | 3 | 1 | \(\downarrow\) |
| Stoneham, Middlesex MA | 3 | 3 | 3 | \(\rightarrow\) |
| Stratford, Fairfield CT | 1 | 2 | 1 | \(\downarrow\) |
| Sudbury, Middlesex MA | 1 | 2 | 4 | \(\uparrow\) |
| Swampscott, Essex MA | 0 | 1 | 1 | \(\rightarrow\) |
| Swansea, Bristol MA | 0 | 1 | 1 | \(\rightarrow\) |
| Taunton, Bristol MA | 1 | 5 | 1 | \(\downarrow\) |
| Tewksbury, Middlesex MA | 6 | 2 | 4 | \(\uparrow\) |
| Tilton, Belknap NH | 1 | 2 | 2 | \(\rightarrow\) |
| Townsend, Middlesex MA | 1 | 0 | 2 | \(\uparrow\) |
| Trumbull, Fairfield CT | 2 | 3 | 0 | \(\downarrow\) |
| Tyngsboro, Middlesex MA | 0 | 2 | 3 | \(\uparrow\) |
| Upton, Worcester MA | 1 | 0 | 3 | \(\uparrow\) |
| Uxbridge, Worcester MA | 2 | 2 | 3 | \(\uparrow\) |
| Wakefield, Middlesex MA | 2 | 3 | 4 | \(\uparrow\) |
| Waltham, Middlesex MA | 0 | 2 | 5 | \(\uparrow\) |
| Watertown, Middlesex MA | 1 | 0 | 0 | \(\rightarrow\) |
| Wayland, Middlesex MA | 0 | 2 | 1 | \(\downarrow\) |
| Weare, Hillsborough NH | 0 | 1 | 0 | \(\downarrow\) |
| Webster, Worcester MA | 0 | 1 | 0 | \(\downarrow\) |
| Wellesley Hills, Norfolk MA | 2 | 0 | 1 | \(\uparrow\) |
| Wellesley, Norfolk MA | 2 | 1 | 0 | \(\downarrow\) |
| Wenham, Essex MA | 0 | 2 | 0 | \(\downarrow\) |
| West Barnstable, Barnstable MA | 1 | 0 | 0 | \(\rightarrow\) |
| West Roxbury, Suffolk MA | 2 | 2 | 0 | \(\downarrow\) |
| West Springfield, Hampden MA | 0 | 1 | 0 | \(\downarrow\) |
| Westborough, Worcester MA | 1 | 4 | 1 | \(\downarrow\) |
| Westfield, Hampden MA | 1 | 2 | 3 | \(\uparrow\) |
| Westford, Middlesex MA | 8 | 2 | 7 | \(\uparrow\) |
| Weston, Middlesex MA | 0 | 0 | 0 | \(\rightarrow\) |
| Westport, Fairfield CT | 1 | 1 | 0 | \(\downarrow\) |
| Westwood, Norfolk MA | 0 | 0 | 0 | \(\rightarrow\) |
| Weymouth, Norfolk MA | 0 | 0 | 2 | \(\uparrow\) |
| Wilbraham, Hampden MA | 0 | 1 | 1 | \(\rightarrow\) |
| Wilmington, Middlesex MA | 2 | 5 | 1 | \(\downarrow\) |
| Wilton, Fairfield CT | 0 | 0 | 0 | \(\rightarrow\) |
| Winchendon, Worcester MA | 1 | 0 | 1 | \(\uparrow\) |
| Windham, Rockingham NH | 3 | 1 | 3 | \(\uparrow\) |
| Worcester, Worcester MA | 9 | 12 | 4 | \(\downarrow\) |
| Wrentham, Norfolk MA | 1 | 0 | 0 | \(\rightarrow\) |
Conclusions
As anticipated, there have been increases in the number of applications from students who first engaged with USM during the FY21 Fall Travel Campaign. There has been a minimal decrease in the number of applications generated while ads were in market, very significant during a pandemic.
While the FY21 Fall Travel Programmatic (DBM) display ads have performed consistently well at 0.12%, this is higher than the overall FY21 DBM performance. This can be addressed with Rinck.
Although Facebook and Instagram (FBIG) video ads did not perform well during this particular campaign, that does not reflect the overall performance of FBIG ads. This may help address any concerns we may have had previously about this vendor’s performance.
Snapchat (SC) video ads CTR dropped from 1.2% to 0.6%. While the drop seems alarming, SC overall is just below the national benchmark, 0.8%.
TikTok ads are the newest asset to our media portfolio and successfully drove web traffic to the RSP landing page during FY21 Spring Travel. This vendor may be an option for the upcoming Fall campaign.
Finally, the data does not suggest any change in the media agenda, given that we have seen growth in applications during a difficult year.