Audience Select 2.0: What You Need to Know

Carnegie Higher Ed Jul 27, 2017 Carnegie Higher Ed Persona The Visionary Frontrunner

On Tuesday afternoon we rolled out a new proprietary digital marketing service called Audience Select 2.0. I know you’re busy and some of you didn’t have the opportunity to attend our webinar on Tuesday, so I’m going to give you the Cliffs Notes on this new service so you don’t miss the opportunity to execute Audience Select 2.0 this fall.

The first thing you should know about Audience Select 2.0:
No one else can offer this service because it combines two proprietary Carnegie services:  Persona data from CollegeXpress.com, our leading college search website, and Carnegie’s higher education-specific affinity network for display marketing.

What is Audience Select 2.0?
Short answer: It’s the most precise display marketing tool in higher education.

Slightly longer answer: Audience Select 2.0 uses aggregated CollegeXpress student data in three academic tiers as well as census data, providing you segmentation based on academic propensity, geography, ethnicity, and household income, to name just a few criteria. Carnegie then positions your relevant messaging using display marketing across our proprietary, higher education–specific affinity network pinpointing households containing high school students.  

How should I use this strategy?
Use Audience Select 2.0 in your comprehensive digital marketing strategy to get brand coverage within the households that meet your strategic enrollment goals. Make your display marketing more personal using the demographic information from our profile data.

Example: Market your brand to high-achieving, low-need households, in your primary recruitment territories this fall to establish brand awareness within this cohort. Consult with your Carnegie Digital Team on the messages and images that resonate with your audience, and what other digital strategies pair best with this effort. Win the digital moments that matter this fall by leveraging the best that offline and online data have to offer display marketing.

Your takeaways:

  • Pinpoint households with high school student residents, and target those homes exclusively using display marketing.
  • Layer geography, academic propensity, household discretionary income, ethnicity, and other key demographic information for smarter targeting.
  • Audience Select 2.0 is a sole source service from Carnegie Communications.

Ready to get started with smarter display marketing? Contact us today.

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