Gonzaga University Digital Campaigns
DH has supported Gonzaga University with a bit of everything over the last decade—community relations, video production and managing national buys for university positioning. Most recently we’ve supported many of GU’s digital advertising campaigns.
Gonzaga’s MarCom Department, in partnership with the team from Undergraduate Admissions, came to DH with the goal of increasing the volume of applications in the following categories: stealth applications, applications not corollary to the most recent NCAA appearance and the overall number of applications.
DH facilitated a media buy across Facebook and Instagram to promote three different videos produced by the Undergraduate Admissions team. Developing in-depth audience personas for prospective students and their parents, we built a targeted media plan geotargeting various demographics. We also used a list of previously collected email addresses to target accepted students ahead of the Early Action Deadline (November 15th). The buy reached students ages 16 – 19 across 10 different states—driving them to the application webpage.
The campaign was incredibly successful—take a look at the results.
Zags Give Day
Zags Give Day is an annual 24-hour fundraising drive to raise funds for scholarships, internships and campus programs doing good in the community. DH helped GU raise the most funds from the most donors in Zags Give Day history with a two-phased digital advertising strategy.
First, we focused on raising awareness leading up to the big day by targeting prospective donors with messages about specific programs they would be most inclined to support. Then, we retargeted those who engaged with ads to drive them back to Zags Give Day content and conversion opportunities. The buy focused on core regions where Zag alumni are densely populated across the nation.
GU exceeded its goal of increased total donors with 1,892 people giving from all 50 states. This increased level of participation resulted in over $250,000 being raised for GU scholarships and programs.
Check out GU’s infographic sharing all outcomes from this year’s Zags Give Day!