Miami Online – Paid digital ad set
Cybersecurity and Networking degree campaign
Paid digital ads for Programmatic display, retargeting, and Meta (Facebook and Instagram) platforms.
Left to right: Paid social ad mockup for Instagram; paid mobile ad for programmatic display, and additional programmatic display ads for mobile and desktop. The intended audience for these ads is prospective students between the ages of 17-35, who may be interested in gaming and technology or served in the military. The goal is for people to click on the ad and fill out a request for information (RFI) form on the landing page.
Left to right: Paid social ad mockup for Instagram; paid mobile ad for programmatic retargeting, and additional programmatic retargeting ads for mobile and desktop. The intended audience for these ads is prospective students between the ages of 17-35, who may be interested in gaming and technology or served in the military. The goal is for people to click on the ad and submit an application from the landing page.
Problem:
Miami University Online needed a new set of paid digital ads to recruit students to its Cybersecurity and Networking undergraduate program for Spring 2025.
MY ROLE:
I partnered with the University Communications and Marketing (UCM) team to help direct the photography of students and faculty in the program to align with Miami’s authenticity brand guidelines. Using the headline my manager provided, I created a series of ads for initial impressions and retargeting ads for people who had clicked on an ad or the landing page previously but had not converted. These ads have a reach of 100K +.
COLLABORATIONS:
I sought feedback and approvals from my Miami Online team, and brand approval from UCM. I provided final, optimized files to our advertising partner,
CHALLENGES:
These ads are very small; I have to create a big impact with interesting photography, graphics, and few words.
DELIVERABLES:
14 programmatic display and retargeting ads, and six ads for Meta. Some of the mobile ads featured moving text to help catch viewers’ eyes.
RESULTS: These ads will be published on Oct. 15, 2024. I will know more about the performance data in about a month.
Credits
Miami University Communications and Marketing photographers
Photos