Ep. 32: Capturing A Captive Audience By Geotargeting Campus Visitors

Meaghan Milliorn, Director of Digital Strategy at the University of Arkansas at Little Rock, reached attendees of local high school graduations hosted on their campus with geotargeted ads. The goal was to take advantage of this captive audience and promote the university's affordability and scholarships. The ads were motion ads displayed on Facebook and Display during the graduation ceremonies. The initial campaign had 32,000 impressions and 306 clicks, while the follow-up campaign had 85,000 impressions and 120 clicks. With a capacity of 5,600 and 6 total events, that’s not bad! The success of the tactic highlights the importance of targeting audiences during emotional moments and taking advantage of what’s right in front of you (literally!).