7.27.15 Concepts, Systems, and Promotional Ideas are Copyright of Entercom Upstate.

University Center Greenville’s Goal This unique, off-campus concept is in the heart of the Upstate, located in Greenville County and house universities from all over the state of South Carolina. The goal of the campaign was to combine both radio and digital marketing to reach new, potential students to enroll in the Anderson University MBA program. If the campaign was successful, it would be used as the stepping stone future campaigns for other programs offered at the center. Anderson University – MBA Program Target

• Persons, Ages 21 to 60 with a Bachelor’s Degree (Required); Sub-target: Women

• Completed GMAT (Graduate Management Admission Test) (Not Required; but, a

good target group)

• Greenville County (Primary Target geography)

• Pickens, Laurens, and Spartanburg Counties (Secondary Target geography)

Encouraging Enrollment

Campaign Radio Schedule

7.27.15 Concepts, Systems, and Promotional Ideas are Copyright of Entercom Upstate.

Targeting Through Display

7.27.15 Concepts, Systems, and Promotional Ideas are Copyright of Entercom Upstate.

Retargeting Website Visitors

Retargeting applies Frequency to your target audience no different than magazines, newspapers, television, and radio stations.

And That’s Important… Because 98% of your web traffic will not do what you would like them to do, especially during their initial visits…

…visitors need to be brought back to convert.

7.27.15 Concepts, Systems, and Promotional Ideas are Copyright of Entercom Upstate.

Campaign Creative

:30 commercial

Listen to the commercial that brought the success, voiced by CEO and President, David Taylor and see an example of the current display ad,

that runs with the outreach and retargeting campaign!

Display Ad

7.27.15 Concepts, Systems, and Promotional Ideas are Copyright of Entercom Upstate.

Campaign Summary

In 2014, this client only did digital billboards around town and his website averaged 8 clicks per day (unique visitors). In January-February of 2015, the client did radio only and the average click increased to 12 per day. Since beginning the radio and digital display/retargeting integrated campaign with Entercom Upstate in March 2015, the website now averages 41 clicks per day! Enrollment has doubled. The campaign has been such a success, that the center has been able to approach multiple universities directly to increase the funding significantly for the upcoming Fall enrollment, promoting various degree programs. The marketing dollars our group has received, increased from $5,250 per month to $15,000 per month, all local direct dollars. The AE and myself will be working closely with the CEO of the center, as media advisors, to assist him with approaching other universities that they support, seeking similar campaigns.

“I greatly appreciate all of the support and capabilities Entercom is providing to the University Center of Greenville for our radio and digital marketing initiatives.”

- David Taylor, CEO and President

7.27.15 Concepts, Systems, and Promotional Ideas are Copyright of Entercom Upstate.