AE Studies Prospecting by Category to Drum up New Students for Education Client
Challenge: Increase enrollment for technology academy
Haley Smith had only been using AdMall for a few months since starting work at KMBC-TV, Kansas City, when she did what any good account executive would do: she put her head to the grindstone and started making calls.
“AdMall is a great tool to use for prospecting,” said Smith. “Being a new AE, I am taking the prospect by category approach. So, I will call on at least 15 to 20 clients in the same category in a day. You learn so much from calling the first client to the 20th!”
Smith searched using the Local Account Opportunities tool in AdMall and landed on the education category. From there, she was able to employ her expertise in not only finding a high value target, but also knowing how best to approach it.
Of all the prospecting calls Smith made, one was to a local technology academy. As it turned out, the client was in need of guidance on how to increase enrollment for the period of Nov. 2017 to Jan. 2018. An added challenge was that the academy catered to a niche clientele in the STEM (science, technology, engineering, and mathematics) sector, with a focus on teaching high school juniors and seniors specific skills and disciplines, including aerospace engineering, computer programming, cyber security and health sciences.
Solution: The academy purchased targeted advertising to increase engagement
“I sold them [KMBC’s] Flex Ads and Homepage Takeovers on KMBC.com,” said Smith. “These are 24-hour campaigns that reach 100% of our audience. We guarantee a minimum of 275,000 impressions and 2,000–3,000 engagements on the ads.” She continued, “The client purchased four total to boost their open houses for enrollments.”
Result: A terrific ROI and a satisfied client
A successful sale and campaign is proof of a job well done, but it’s always nice to hear feedback directly from the client. After asking for an update on the campaign, Smith received this response from the academy:
“We are so pleased to have more than 640 students admitted for next year. This is almost a 20 percent increase from 2017–2018. We are always looking for new ideas to reach the target audience. Nicely done!”