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KXAN - Premier High Schools

CHALLENGE

Premier High Schools, an alternative high school, with 32 campuses across Texas needed to bolster enrollment. Their current marketing program, comprised heavily of direct mail was experiencing a steep decline in response. They were looking for a digital alternative, yielding a better response.

PROCESS

After assessing their creative messaging as well as imagery, it was proposed that an A/B test be conducted using their traditional messaging: pictures of happy graduates in a cap and gown and the new creative “Heroes”, to see which resonated more with their targeted audience.

OUTCOME

After receiving the results from RAM, the client was surprised to see their traditional messaging performed significantly lower than the proposed Heroes initiative. They also gained valuable insights as to why parents chose an alternative high school and that many parents did not understand the difference between private, charter and alternative high schools. With the insights provided by the RAM study, the client invested $32,000 and was able to produce $120,000 or a 5:1 ROI on their program. They have asked us to do additional programs for their sister schools.

TESTIMONIALS

"As a new joiner to the Irish Times Media Solutions team, Dianne’s introduction to RAM was a revelation to me. Digital is often only unfairly measured using quantitative metrics with little or no measurement of the established salience metrics. RAM solves this for us.  I believe it will be an increasingly important tool for our digital measurement going forward. Personally, I’m looking forward to using it more frequently to give us an edge and help clients realise and understand the true value of digital advertising with The Irish Times”

- David Murphy, Head of Digital Solutions, The Irish Times

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