Enrolling new students at optimum costs and on a consistent basis is critical for any higher education institution. Ashford University was no different—the BPI marketing team was held to very high lead generation goals. Creative plays a critical role on the effectiveness of any lead generation effort: amplify engagement and generate more qualified leads.
While overseeing creative for Ashford, I led the ideation, execution and on-going optimization of highly targeted advertising campaigns. These campaigns took into account all ad platforms (Facebook, Instagram, Hulu, Pandora, YouTube, Google Display Network, Yahoo), funnel stages, and different target audiences based on multiple data points. The data included demographics (income, job title, education), behaviors (websites visited, keywords searched, in-market for education), and interests (engineering, business, technology).
Below is just a few select samples of advertising pieces I developed for Ashford University. It includes HTML5, video, stock and custom photography, animated and static banners, emails, paid and organic social, and podcasts.
Video for YouTube and Hulu pre-roll, Spotify, Pandora, among others
Facebook video advertising samples
Facebook video ad/testimonial
Instagram video ad — messaging variation and testing
