Butler University is a private university in Indianapolis, founded in 1855. The university has over 60 major academic fields of study across six colleges. To start off the new year, the admissions department was launching their new “Unleashed” campaign (MKR’s work) which focused on keeping the university top-of-mind with prospective students and their parents.
MKR was brought in to plan and place omnichannel advertising to raise awareness and consideration among prospective undergraduates and their parents in highly targeted geographic markets. Along with billboard placements and local TV advertising, MKR recommended digital placements on YouTube and Spotify. Targeting was based on established lists and topic-related audiences for YouTube, and zip-code based targeting for Spotify in key markets.
Another area in which we support Butler is in generating attendance at its on-campus ticketed entertainment events, performances, and lectures. Butler Arts Center hosts world-class performances at their Clowes Memorial Hall venue. Well-known entertainers are routinely greeted by packed auditoriums, but smaller performances like student plays historically tended to draw smaller crowds. Butler Arts’ previous agency struggled to drive traffic and conversions for less-popular shows on the ticket sales site, leaving many of Clowes’ 2,000 seats empty.
During the initial three-month campaign, YouTube video ads generated nearly 500,000 video views with an average view rate of 40% and cost-per-view of $0.03. Spotify’s desktop overlay display CTR was 1.28%; the industry benchmark is 0.2–0.4%.
Spotify’s Audio Everywhere component had a 98% audio completion rate.
The campaigns drove over 48,000 clicks to event landing pages, earned over 217,000 video views and created 16.8 million impressions overall.