The Special Master’s Program had its own integrated media plan built upon DMI’s knowledge on top-performing tactics and placements for higher education, and the approved media strategy. It was further rounded out to reflect current trends in the marketplace.
The plan revolved around paid social and Google display and search. These tactics were chosen because we could target specific audiences, and they were cost efficient.
Furthermore, due to the unique target audience segmentation, DMI developed a streamlined approach to provide insights on the best-performing media placements, targeting, content, creative, and more.

In addition to our overall awareness goals, to optimize our paid and owned media, we looked at intent signals and funnel progression because applicant data alone does not have the volume to make actionable optimizations. And since our marketing was full-funnel, micro conversions via increased awareness had value in powering our lead generation of macro CRM goals. This measurement strategy allowed us to create a benchmark for performance comparisons in the future because this was not established by the program before our campaign.