Best University Integrated Ad Campaign

Faced with lower-than-expected enrollment, the University of Guam Marketing & Communications team put together a first-of-its-kind seven-week integrated advertising campaign focused on student recruitment.

Using paid ads on Google and Facebook, organic social media posts, and email marketing, and using the ActiveCampaign CRM and marketing automation tools from July 1 to Aug. 20, 2021, the campaign aimed to keep the University of Guam top of mind for potential and existing students over the summer. Our target audience was both existing UOG students who we wanted to encourage to re-enroll and prospective new students — including recent high school graduates and other individuals in Guam considering a bachelor’s or master’s degree. Both led to landing pages dedicated to either the admissions or registration process.

A budget of $6.5K was allocated for the integrated campaign, with $3.6K spent on Google ads and $2.9K on Facebook.

The campaign ultimately garnered 755 direct engagements and a 20% increase in website traffic, including a 25% increase in new website users. The landing pages totaled 46,000 pageviews among a student population of approximately 3,000, indicating a high number of repeat visits. This contributed to $1.5 million in revenues generated in tuition and fees for the semester — a huge return on the initial $6.5K investment.

The success of this campaign has proven the significance of online advertising campaigns for the promotion of the University. It has not only increased the university’s revenues but has garnered additional funding to support our marketing department as well.

Contributors:

Marketing Communications Coordinator:	Bernadette V. Capindo
Digital Marketing Specialist:	Hershey P. Hudtohan
Chief Marketing & Communications Officer:	Jonas D. Macapinlac
Jr. Web Application Developer:	Våni F. Isidro
Communications Specialist:	Laura R. Pangelinan
Digital Media Specialist:	Ralph Eurich Patacsil
Digital Medial Specialist:	Eugene C. Herrera
Program Coordinator II, Interim Admissions Supervisor:	Eden S. Galvez
Communications Manager:	Jackie A. Hanson

UNIVERSITY OF GUAM

Location: United States