Challenge: Improve campaign reach with athletic department digital marketing transition

Yenny Orehek, a digital sales strategist from KGUN9, had worked with a university’s athletic department in the past to run their traditional broadcast advertising campaign. But once the COVID-19 pandemic hit, she knew that she had to think differently to help with the athletic department digital marketing transition.

“COVID-19 shut their sports attendance [completely, so being open up again and letting everyone know that was really important,]” said Orehek. “The client has mainly bought TV advertising from us for years.”

After seeing where their industry was headed, Orehek had an idea about how to help the athletic department with their digital marketing transition.

Solution: Look to AdMall’s Digital Audit

Orehek knew that she had to ramp up the athletic department digital marketing efforts due to the changing media landscape. To do that, she turned to AdMall’s research and sales tools.

“I pulled a digital audit for the client and showed them that even though traditional TV was still a strong medium for advertising, they could not leave out social media, streaming TV, banner ads, pre-roll ” said Orehek. "[This is] because most of their sports marketing responders had taken action after being served an ad from these mediums.”

Result: A success for the athletic department's digital marketing transition

“The client absolutely loved [seeing] the numbers and research and signed on the spot,” said Orehek. “It was one of the easiest closes I've ever done. I have since pulled digital audits for each one of my potential clients, and [the report] has made closing business an easy task.”

Orehek’s sale ended up closing for $12,500, and she had advice for others who may not be using AdMall to its fullest potential.

“AdMall makes closing a deal easy,” said Orehek. “Clients don’t always understand all the advertising components, but what they do understand is the numbers and what is, or isn’t, effective. AdMall helps you show the client what is effective, what is working, trends, what challenges businesses are facing, and how to overcome them. It even helps with prospecting. This tool is honestly one of my favorite tools, and if you are not using you are missing out and making your job easier.”

AdMall’s Digital Audit will do a real-time data capture of any client or prospect’s digital presence in less than a minute. Using real-time big data to analyze the account’s activity and findability, the Digital Audit:

Lists digital advertising, local search, search engine optimization, social networking, and incoming website traffic
Provides a digital opportunity score directing you to the accounts with the most revenue potential for digital marketing services
Compares the account’s use of digital advertising to the customers who intend to buy what they’re selling in the next 12 months
Compares the account’s digital presence to their top local competitors
Does in 60 seconds what would take you 60 minutes to do by hand
Incorporates data into tablet-optimized sales presentations

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Colleges offer degree programs usually concentrated in a specific area such as liberal arts. A university is comprised of multiple colleges and students select a college to attend within the university framework. These institutions may also have professional schools which offer graduate degree programs leading to medical, dental, legal, and business careers. Colleges and universities can be public institutions which receive significant state funding as part of their operations.

Traditionally, colleges and universities target the young adult population. However, they also extend programs to adult learners through continuing education and online programs.

There are approximately 2,368 degree-granting institutions across the country. Combined annual revenue totals approximately $568 billion. Approximately 35% are public institutions.