1. Fall Prospecting Campaign (Application Generation) a) Geofencing: Target prospective student households and family influencers in priority states (e.g., VA, MD, DC, NC). b) Competitor Event Targeting: Geotarget competing college events and other relevant locations/dates to reach students actively engaged in decision-making. c) Programmatic Display Ads: Place ads across relevant brand-safe websites. d) Social Media Advertising: Run campaigns (e.g., Instagram, TikTok, YouTube) leveraging mobile ID data and retargeting lists. e) Contact List Targeting: Utilize purchased/provided contact lists, including emailbased targeting, to ensure ads are served to high-priority prospective students. f) Flighting: Campaign activity concentrated prior to key application and scholarship deadlines, with optional continuation for late prospects. 2. Spring Yield Campaign (Enrollment Conversion) a) Geofencing: Target admitted student households and families. b) Event-Based Targeting: Capture and retarget attendees at campus events (e.g., Open Houses, Preview Days). c) Competitor Event Targeting: Deploy geotargeting campaigns at competitor decision days or recruitment events. d) Social Media: Serve reinforcement ads on Instagram and similar platforms, tailored to admitted students making final enrollment decisions. e) Contact List Targeting: Leverage admitted student contact lists (including email matching) to deliver ads directly to this segment. f) Flighting: Campaign activity concentrated prior to the national decision deadline (typically May 1). 3. Household Surround Retargeting (Optional Layer) a) Deploy tracking pixel on VCU Engineering web pages. b) Deliver direct mail within 48 hours of a site visit (with optional QR code). c) Serve display and social media ads to the entire household to reinforce messaging with both students and influencers.
