Cognitive Marketing Boost College Applications with Programmatic Buying

Using Market Voice to Make Your College Stand Out in an Over-Saturated Media Landscape

Business Challenge

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.

Solution/Implementation

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.

Cognitive Marketing
  • education
We like everything about how Adworkshop works, and the people who do the work. Every interaction is positive and every person we work with is responsive, professional, and trustworthy. It's been a pleasure since day one of our partnership. Thank you for your great work and dedication.
Peter Holloran
Co-Founder & CEO, Cognitive Marketing
About Adworkshop

Adworkshop is an employee-owned integrated marketing agency providing strategic consulting and creative marketing solutions that help clients solve their evolving business challenges. Rooted in destination marketing from the 1980 Winter Olympic Games, Adworkshop has grown into an agency of 30+ talented employees whose expertise across marketing disciplines leads to innovative strategies and measurable results for destination marketing organizations, tourism businesses, active outdoor companies, educational institutions, health care companies, economic development agencies, and other businesses.

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