Client Situation

Business Objective

  • As part of a marketing campaign to promote their advantages over key competitors, a four-year college created a series of promotional video ads.
  • The client wanted to assess the impact of each video to determine which would be most memorable and create favorable interest in research and enrollment.

The Challenge

  • High school students were the primary target of the campaign, but the college also wanted to ensure the ads were approved by parents, as both groups would ultimately contribute to the final college decision.

Schmidt’s Solution

Our Approach

  • Using a qualitative approach, the ads were first tested with the high school students via online mini focus groups.
  • Based on focus group learnings, the video ad options were narrowed to three, with some fine tuning of the executional components.
  • The three refined ads were then tested with parents via online focus groups. The goal was to ensure a “seal of approval” from this important group.

Outcome

  • The client launched an online video campaign that was appealing to students and approved by parents.
  • The video campaign generated positive interest in this four-year college.