Best of CASE District IV Award
 

Institution: University of Arkansas at Little Rock

Title of entry: UA Little Rock Digital Ads

About this entry: Last year, UA Little Rock made major strides in affordability by offering a half off scholarship for those who didn't have merit scholarships through the university. In order to highlight that, we launched social media ads to help get the word out on this. One set of ads were targeted to prospective traditional-aged students and their families, while another set was target toward new majority learners. Each set of ads had its own creative designed to support that group. Combined, the two awareness ad sets are garnering approximately 200,000 impressions per month, with a .05% click through rate. They are also driving interest with the university, as our number of tours and inquires are on the rise. However, most importantly, these ads are playing a direct role in seeing projected increases of first-time freshmen to our campus. Our applications suggest that we are on target to turn a 10+ year enrollment cliff.