Challenge

With an existing digital campaign performing well, we wanted to get more out of our media budget by refining the messaging and focusing on the audience segments most likely to drive applications.

Strategy

We identified what matters most to adult learners and refined the campaign’s messaging around those priorities. The messaging pillars were evolved into clearer, more resonant points. Additionally, campaign performance data helped guide creative updates to sharpen the look and feel.

Insight

UCCS has a large population of non-traditional students and research indicates a growing audience of adult learners. Let’s get out of the space the rest of the CU system and competitors play in by leaning into adult learners.

Key Results

• 16,002 applications (+16.3% YoY)

• 1.02% CTR (+124.7% YoY)

• 343,584 clicks (+287.6% YoY)

• 10M engagements (+275% YoY)