Based in Rochester, NY, Cognitive Marketing is a brand development and creative communications consulting firm working with higher education. Non-profit colleges and universities face enormous challenges today including budget cuts, limited staff, high expectations for enrollment and fundraising, and an ongoing national dialogue questioning the value of a college degree. Cognitive partnered with us to promote the brand messaging and unique offerings of their college clients through integrated media campaigns. We were able to find the perfect mix of tactics to effectively and accurately hit each complex target, ranging from elusive high school seniors, to parents, and other influences within strategic geographic parameters.
A fully-integrated media approach is taken with each college. Our proprietary programmatic buying platform, in particular, yields incredible success in driving traffic to a designated microsite so prospective students can apply for admission, register for a campus visit event, or learn more about a specific academic program. Programmatic buying allows for broad geographic and demographic targeting for general branding and awareness campaigns, but also very granular behavioral and contextual targeting for specific academic programs, such as histotechnology, equine science, or environmental energies. Display banner and pre-roll video ads are two elements within the integrated media campaign that are purchased via programmatic buying.