This is a case study about Kent State and CSU using social media along with traditional list purchase to attract high school students. The research shows 90% watch video, 70% listen to streaming radio and 25% are mobile only. It required a shift in advertising to get students attention. Not much had changed in getting the parents attention.
This is another example of the changing landscape of advertising or put another way the invasion of social media into advertising. Enjoy the article.
The videos brought in the most responses, according to the campaign results. All online efforts resulted in 857 applications, compared to 764 applications from other media and 1,200 from acquired or purchased student lists.