Ohio Univeristy
Get Insights From Prospective Students to Optimize Advertising Concept and Messages.
Challenge:
Ohio University wanted to find out if their current recruitment ads (originally aired in 2012) were still the best fit, or if they needed some updating. Ohio University needed to validate that their ads were optimized for their audience and that their messaging still resonated with prospective college students.
Ohio University turned to Digsite Sprints to conduct a qualitative study to get insights from real prospective students.
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Solution:
To optimize their ad concepts, Ohio University needed to understand:
- What information is most important to include in ads for a university?
- What aspects of a university are the most important to high school students?
- What messages are the most meaningful to prospective college students?
- How do students choose what elements are most and least important to them when selecting a college?
Ohio University needed the ability to present various ads to participants, receive their feedback in real-time, and refine their positioning – all with a representative audience. So, they turned to an Advertising Concept Sprint.
Results:
Request a copy of the full case study to see the project methodology, complete with specific activities, and key research findings and implications.
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