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Institute of World Politics

Brands Used: Digital Solutions

Challenge

The Institute of World Politics is a university that caters to students seeking careers in foreign affairs and national security. Their target audience is concentrated within the Washington DC area, but also extends into Baltimore and Richmond. They’ve utilized various forms of digital and traditional media in the past but have found it time consuming to stay on top of all of the reporting data, detailed analysis, and keyword optimization in regards to SEM. They wanted to have a partnership with a local provider that could offer them reach through multiple platforms.

Solution

Due to the nature of the target audience, it made sense to use Yahoo! Behavioral Targeting to reach the right prospects, at the right time, with the right message. In addition, SEM services provided by INSIDENOVA NETWORK allowed the student recruitment department at IWP to focus on other priorities but remain confident that their message was being delivered in the most effective manner possible.

Results

The Yahoo! Behavioral Targeting ad campaign is performing well above industry standard metrics. The Search Engine Marketing campaign is continuing to deliver traffic to their site and maintain a high level of visibility amongst prospective students throughout Maryland, the District, and Virginia. “Utilizing the services and audiences provided by INSIDENOVA NETWORK has allowed us to successfully deliver our messaging throughout our target areas. Our campaigns have exceeded expectations and we value the relationship and expertise they bring to the table.”