STEP 1

The audience segment was created based on device type, location, and demographic distributions

• Potential users were targeted by OS (Android)
• Location (a state-by-state breakdown was applied & performance was optimized for the state with the highest response rate)
• Demographics & Interests: Each of the institution’s offering was captured by separate creatives, each of which were matched to their audience segments most closely related.

STEP 2

Targeted messages were sent to the segmented audience list within 2 weeks.