ZERO AD BUDGET
The measure of a campaign's success is multi-faceted, and can be quite complex. Metrics do not always reveal the bigger picture, and modest numbers can actually have a very big impact depending on the industry, market, and return per capita. In this instance, the worth of one quality candidate exceeded the dollar value investment of the entire video production by 4x the amount spent. A fair risk assessment with some rational thinking can quickly identify this to be a safe expenditure with a solid ROI.
In the Fall of 2018, Diman came to us to promote engaging material to leverage, and increase their attendance to their Open House event. They also wanted to construct a toolset that could be utilized internally in their presentations, as well as externally to Social Media to drive engagement. Their has always been a misconception regarding the extent of their academic programming, so we sought to dispel these notions with some pointed media that spoke in depth to their academic development, as well as reinforced their brand identity.
With virtually zero ad budget, the video on social trafficked 7,797 views organically and spoke directly to our target demographic; the "decision makers", women (mothers) age 35 - 44. Needless to say, their Open House attendance was packed, and a major success. Later it was revealed to us in conversation from the point we had begun working with them up until the present, the school's recruitment & admissions numbers were up by a whopping +20%! Is video to be accredited in direct correlation to this? Hard to say, but it is certainly having an impact on generating interest, engagement, and trafficking to their respective landing pages. With virtually zero dollars for ad distribution, the results don't lie. Imagine if they had put a budget behind this campaign for paid visibility. Organic traction is always the clean, tell tale story to the worth of our video products. Go ahead, have a look for yourself!