Higher education is a very competitive market both domestically and internationally. Staying in the competitive set and maintaining salience is critical to enable enrolments and drive student numbers. This client was launching a new holistic advertising campaign to drive brand re-appraisal and familiarity.
As it had been several years since they had advertised on TV, a ‘rapid response’ approach was required to monitor performance from campaign launch. We conducted weekly tracking of in-market advertising performance, with weekly reporting each Tuesday on the prior week’s advertising performance.
The combination of weekly tracking and real-time reporting allowed the client to optimise creative rotation and tweak the media plan to deliver the greatest impact for their advertising budget.