This document discusses how the University of Massachusetts Dartmouth partnered with 5 Horizons Digital to modernize their marketing strategy and embrace programmatic advertising. Through this partnership, UMass Dartmouth saw a 34% increase in registrations and over 60% increases in applications. Programmatic advertising allows targeted digital ads to reach the right prospects at the right time across various online channels. It provides data-driven targeting capabilities and improves reach and scale for programs at a lower cost than traditional media buys.

1. REACHING THE RIGHT PROSPECT
ANYWHERE ONLINE IN REAL TIME
PRESENTED BY
AND
Karen Rhoda, Ph.D.
Executive Director, University Extension
University of Massachusetts Dartmouth
Pat Riley & Ben Sandman
Managing Directors and Lead Digital Strategists
5HDAGENCY.COM

2. 100% Online Programs
DIGITAL THAT DELIVERS
Undergraduate Programs
• BS Degree Completion - General Business Administration (GBA)
• BA Degree Completion - Liberal Studies (LAR)
• BA Degree Completion - Women’s and Gender Studies (WGS)
• BA Political Science Degree Completion - NEW
• RN to BS Online Program
Graduate Programs
• Master of Public Policy (MPP)
• Master of Business Administration (MBA) - NEW
• MS Computer and Information Science - NEW
Certificate Programs
• Women’s and Gender Studies
• Business Foundations
• Environmental Policy
• Educational Policy
!
• International Business
• Organizational Leadership
• Public Management - NEW

3. Traditional Marketing
DIGITAL THAT DELIVERS
Typical Marketing Initiatives Include:
• Radio
• Television
• Print - Local newspapers, MA Report on Nursing, Military and College newspapers
• Billboards
Billboard
Television

4. Modernize Marketing Strategy
Recognized that we needed to modernize our marketing approach
DIGITAL THAT DELIVERS
• Reach prospective students online
• Boost enrollment
• Work with marketing experts

5. Partnered with 5HD
We partnered with 5 Horizons Digital (5HD) to
• Embrace search engine marketing and programmatic advertising
• Find the right student
• Increase number of applications
DIGITAL THAT DELIVERS

6. Results
34% increase in registrations for Fall 2014
!
67% increase in undergraduate applications
!
62 applications in new online graduate programs
DIGITAL THAT DELIVERS

7. INTRODUCING
5 HORIZONS DIGITAL (5HD)
DIGITAL THAT DELIVERS

8. Programmatic Advertising
Automated Online Ad Buying That Uses Data
to Target the Right Prospects Anywhere Online
DIGITAL THAT DELIVERS

9. Programmatic is Growing Fast!
DIGITAL THAT DELIVERS
Fastest Growing Online Ad Strategy
Industry reports project Programmatic ad spending to
increase from $3.1B in 2013 to $18.2B by 2018
*source eMarketer

10. Why Should You Care?
• Data-informed Targeting; Limiting Waste
• Reach and Scale
• Easily Adjusted Budgets and Targeting Methodologies
• High Quality Inventory at a Significantly Lower Price than Direct Media Purchases
DIGITAL THAT DELIVERS
Programmatic Delivers:

11. HOW DOES
PROGRAMMATIC WORK?
DIGITAL THAT DELIVERS

12. Example
DIGITAL THAT DELIVERS

13. 5HD University?
UNIVERSITY
DIGITAL THAT DELIVERS

14. The Right Prospect
MBA in Digital Marketing - 100% Online or On-Campus
Age: 25-44
Occupation: Works in Marketing
Education Level: Has Completed a Bachelor’s Degree
Affinity: In-Market for Education
Relevance: Visited My MBA Page (but has not inquired or applied)
Context: Key sites or content topics (Mashable or marketing news)
DIGITAL THAT DELIVERS
UNIVERSITY

15. The Right Place
MBA in Digital Marketing - 100% Online or On-Campus
Target Primary and Secondary Geographies
Enhance Reach without Blowing Your Budget
Segment Creative (On-Campus vs. Online)
DIGITAL THAT DELIVERS

16. The Right Time
How Often A Prospect Sees Our Message
How Soon After A Website Visit
How Long We Will Target Them
DIGITAL THAT DELIVERS

17. Anywhere Online
Access Impressions on Almost Every Site Online
High Exposure (not remnant)
Banners, Video, Mobile or Social
DIGITAL THAT DELIVERS

18. UMass Dartmouth
Delivering the Lowest Cost Per Acquisition
• Effectively allows UMass Dartmouth to market each individual program
• Delivering huge number of impressions to increase brand recall
• Extends the reach of traditional advertising
• Works hand in hand with search engine marketing
• Real time control of message, targeting and budget allows marketing
team to make data-based decisions
DIGITAL THAT DELIVERS

19. What’s Next?
DIGITAL THAT DELIVERS
Time to Chase That Next Horizon
• Increased Use of Data Modeling
• Integration with Marketing Strategies Further Down the Enrollment Funnel
- Re-targeting email messages
- Registration time reminders around the internet (or just on social)
• Focus on Mobile Traffic as Mobile Use Continues to Grow

20. What This Means For You
Program Specific Marketing that stays on budget
Target Geographies Across the Country Are Within Reach
Programmatic Compliments Other Digital and Traditional Media
DIGITAL THAT DELIVERS
Small can compete with big

21. THANK YOU!
What Questions Can We Answer?
Connect With Us
@5HDagency
www.5HDAGENCY.com