3. Summary
What?
● Analyzing Facebook data regarding the College of Media’s advertising
efforts
When?
● Over a month-long period (February 15, 2016 - March 15, 2016)
Why?
● To track awareness, consideration, and application
4. Summary of Campaign
Carousel Link Ads, including one video
Advertising platforms:
● Desktop News Feed
● Mobile News Feed
Target Market
● Student Target (ages 13-34)
● Parent Target (ages 35-65+)
6. Media Overview
● Reach: number of people ad was shown to (28,156)
● Conversion: an onsite pageview on a designated page (650)
● Frequency: average number of times ad was shown to each person (1.36)
● Impressions: number of times ad entered the screen for the first time (18,938)
● Clicks: total number of clicks on ad (293)
● Unique Clicks: total number of unique people who have clicked ad (221)
7. Findings
Reach and Conversions were highest among women:
● Parent Target: Mothers (45-54)
● Student Target: College Females (18-24)
Female Students (18-24): 5,637 reached Male Students (18-24): 3,759 reached
Female Adults (45-54): 1,731 reached Male Adults (45-54): 1,176 reached
9. Inferred Insights
Body copy/pictures appeal more towards women
● Conversions were highest among women, meaning they are doing
the most research after viewing the ads
Pictures are not relevant to the copy
● Ex: Random male at a Blackhawks game
● Ex: Internship ad with female
10. Inferred Insights
Important Dates to Consider
● Application Deadline: December 5
● Admission Notification: February 5
● Commit Date: May 1
*Summer is a popular time for students to research potential colleges*
11. Recommendations
Target more towards high school students (13-17) and males
● Take out certain words that could be interpreted as feminine, ex: “vibrant”
Tailor pictures to message
● Add a branded element (image should reveal the brand it’s advertising and what
the message is)
● Use more males, or evenly display both genders
● Add more industry immersion, study abroad, and other relevant pictures
12. Recommendations
● Make use of more social media (Instagram) for ad platforms to attract a younger target market
(13-17 high school students)
● Market more millennials on mobile devices (Facebook Industry Research)
● Social networks and college choices have a positive correlation
○ “About two-thirds of high school students use social media to research colleges, and more than one-
third of those students use social media to help decide where to enroll” ( Zinch, Chegg, Inigral).
○ “Prospective students use Facebook more than any other network to research colleges, and they're
looking primarily to interact with current students and admissions officers” (Zinch, Chegg, Inigral).
○
13. Proposed Version 2.0
Campaign will run from summer - early fall
Provide “Day in the Life” posts of typical UIUC college students to get
prospective students excited about college life
Compare College of Media to other colleges (“Us vs. Them”) in order to
highlight assets and showcase why ours is better
14. Extra Sources
Correlation between social media and college research
https://www.insidehighered.com/news/2012/09/24/survey-examines-how-
prospective-students-use-social-media-research-colleges
Millennials
http://insights.fb.com/2016/01/25/millennials-money-the-unfiltered-journey/
