Challenge: Create a compelling trade school ad campaign to draw in more students

Haley Johnson, a multimedia account executive, has been selling media for less than a year. But, in that time, she has become familiar with AdMall. The platform helped her when she approached a local technical school looking to create a trade school ad campaign to bring in more students.

“They are having trouble getting more students. Not many people know about [the company] or what it is,” said Johnson. “[The owners] were fantastic. They asked lots of great questions and were very nice.”

Solution: Use AdMall’s AudienceSCAN Advertising Response data

To create a compelling trade school ad campaign, Johnson turned to AdMall’s College Tuition Buyers AudienceSCAN report.

“I searched tech schools and education in AdMall and was able to pull more information [from the local account intelligence report,]” said Johnson. “I was able to use a lot of the information provided, my favorite being the Advertising Response: College Tuition Buyers.”

“I used information from AudienceSCAN and the local account intelligence report, including College Tuition Buyers, Target Customers, Media Spending, and Advertising+Marketing.”

Johnson came up with a campaign consisting of targeted display, targeted video, targeted email, and pre-roll.

“I think that the B2C Advertising Response: College Tuition Buyers was the most helpful [element] because it backed up the OTT [part of my proposal] which is a large chunk of the budget,” said Johnson. “It allowed the client to see that I wasn't just presenting nonsense, but that this package was put together based on his needs along with research.”

Result: A three-​month trade school ad campaign, with room to grow

Johnson’s pitch worked with the trade school.

“[They agreed to] $10,000 a month for three months,” said Johnson. “If the campaign is successful, we will add on the other locations digitally.”

AudienceSCAN® is SalesFuel’s proprietary annual study of online shoppers, digital audiences and consumer behavior in America. Now in its 15th year, this in-​depth analysis of over 17,000 U.S. online adult consumers gives you the exclusive insight to better understand what’s in the hearts and minds of your account’s best customers. More than 1,355 customer groups are profiled with details on consumer behavior, purchase intent, digital+technology usage, health+wellness concerns, automotive preferences, leisure interests, dining habits and more. Business development specialists use AudienceSCAN to identify new markets, new opportunities and new channel partners. Marketers can use AudienceSCAN data to reach the people who count (instead of counting the people they reach), while crafting a message with impact to those who are most likely to buy.

More About: Technical and Trade Schools

Technical and trade schools provide training and education that leads to the equivalent of an associate’s degree and/​or licensure in a specific profession such as auto mechanics or licensed practical nursing. These schools may also offer training on general workplace skills and may specialize in one type of training such as cosmetology, or they may offer multiple programs.

Providers of technical and training programs operate either as profit or non-​profit organizations and work directly with students as well as with businesses and high schools. Independent schools that are not part of a public school system are privately owned and operated. There is competition among private schools, public schools and programs offered through secondary schools to high school students. Sometimes they may work in collaboration to further student professional development.

The Workforce Innovation and Opportunity Act (WIOA) was signed into law on July 22, 2014. The WIOA is a federally funded program designed to help disadvantaged and younger job seekers access employment, education, training, and support services to succeed in the labor market and to match employers with the skilled workers they need to compete in the global economy.

Funding goes directly to students in the form of grants or scholarship.