Why Targeting Smart
Digital-driven Education Institution Marketing 


Imagine.... If you could put your digital ads in front of only those students who may be interested in attending your college or university.

Including education marget segments: Colleges, Universities (both inline and online), and Trade Schools.

Higher Education Education Trends

Annual college closures may increase as enrollment at higher education institutions continues to decline, according to a Federal Reserve Bank of Philadelphia report.

If enrollment at universities continues its downward trend, as many as 80 additional colleges may be forced to shut down, according to a December report published by the Federal Reserve Bank of Philadelphia. Recent data shows freshman college enrollment has reached its lowest point since the pandemic, declining by over 5%.

These days, many young people may wonder if they would be better served by striking out on their own than pursuing a college education. In this rapidly evolving digital era, narratives of instantaneous success and entrepreneurial grandeur have flooded our social media feeds, luring the digital natives of Gen Z into questioning the worth of what is often an expensive traditional college degree.

Meanwhile, the number of students enrolled at vocational schools rose 16% in 2023, and those training to become construction workers increased by 23%, according to The Wall Street Journal.

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Unlocking Campaign Success: The Power of Data.

Our team of investigators have opined that creative ad designs used by schools are adequate; meaning the look and feel to grab the attention of viewers.

However, when it comes to developing a digital-driven ad campaign, it pays to have the right information.

With so many advertising options out there today it’s important to focus your ad dollars on only those people who are most likely to be in search of a college to attend either in-person or online.

The major problem reported however, revolves around reaching the correct target audience in order to minimize wasted ad spend.  Example, while the John Hopkins ad is eye catchy, it was flagged by one of our observers (a 75 year old retired female).  Obviously, not the intended audience (wasted $).

Time and time again, colleges and universities rely on in-house means either in terms of graphics and/or ad delivery.  There is little research in terms of targeting options relying on Google or LinkedIn AI programs for targeting never knowing who actually saw the ad (an impression, just that it was delivered)...

Learn more about targeting by clicking on the database link below.

John Hopkins MBA

Example of ad waste. This ad was seen without regard for age.

College decisions

Selectable Database Field Attributes

GEOGRAPHY
Street
State
County
City
Postal Code

MARITAL STATUS, AGE AND LIFESTAGE
Gender
Marital Status
Year of Birth
Full Date of Birth
Age (banded)
Partner’s Year of Birth
Partner’s Full Date of Birth
Individual’s Lifestage–Age Driven
Household Level Lifestage–Age Driven
Individual’s Lifestage–Family Status Driven
Household Lifestage–Family Status Driven
Young Adult Still Living at Home
Number of Young Adults Still Living at Home

PRESENCE OF CHILDREN
Parent Status
Dependent Children in Household
Number of Children at Home (0-21 Years)
Number of Children in the Household Aged 00-10
Number of Children in the Household Aged 00-16
Number of Children in the Household Aged 11-16
Number of Children in the Household Aged 17-21
Child at Home 0-4 Years Old
Child at Home 5-7 Years Old
Child at Home 8-10 Years Old
Child at Home 11-16 Years Old
Child at Home 17-21 Years Old
Age of Eldest Child
Age of Eldest Child in Household
Age of Youngest Child
Age of Youngest Child in Household
Children’s Year of Birth

HOUSEHOLD COMPOSITION
Head of Household Indicator
Household Size–Number of Adults in Household
Total Household Size (Adults and Children)
Summary Household Composition
Detailed Household Composition

HOME AND PROPERTY
Home Ownership Status
How Many Times Homebuyer (1st, 2nd, 3rd+ Home)
Year Moved to Address
Length of Residence (Banded)
Month Moved into Current Home
Year Current Household Moved Into the Address
Household Length of Residence (Banded)
Type of Property
Number of Bedrooms
Date Home Built

OCCUPATION AND EMPLOYMENT MEASURES
Individual’s Occupation
Partner’s Occupation
Individual’s Employment Status
Partner’s Employment Status
Self Employed
Partner is Self Employed
Run Business From Home (You)
Run Business From Home (Partner)
Individual or Partner is Professional/Manager
Individual or Partner is Educational/Medical
Individual or Partner is Office/Clerical/Shopworker
Individual or Partner is Craftsman/Tradesman
Individual or Partner is Manual/factory worker
Individual or Partner is Self Employed
Individual or Partner is Housewife
Individual or Partner is Retired
Individual or Partner is Student
Number of Students in Household

INCOME AND AFFLUENCE MEASURES
Combined Annual Household Income
Equivalised Income
Equivalised Household Income Indexed to US Average
Net Household Income Per Week (Banded)
Net Household Income Per Week Indexed to US Average
Discretionary Household Income Per Week (Banded)
Dual Income No Kids Yet
Affluence Ranking
Household Affluence Ranking
Lifestage by Affluence
Household Level Lifestage by Affluence
Household Socio Economic Classification
Individual Has an Earning Occupation
Partner has an Earning Occupation
Incomes Across Individual and Partner
Number of earners in the household
Proportion of Adults Earning
Number of Unemployed in the Household
Proportion Adults Unemployed
Number of Non-Earning Adults in Household
Household Employment Status (Based on Household’s Primary Couple)
Pensioner Status (Based on Household’s Primary Couple)

LIFESTYLE–REGULAR LEISURE INTERESTS
Bet on Horse Racing
Book Reading
Charities/Voluntary Work
Crossword Puzzles
Current Affairs
Cycling
Do-It-Yourself
Eating Out
Fashion Clothing
Fine Art/Antiques
Football
Foreign Travel
Further Education
Gardening
Going to the Gym
Going to the Pub
Golf
Gourmet Cooking
Fine Foods & Wines
Grandchildren
Health Foods
Hiking/Walking
Household Pets
Jogging/Physical Exercise
Listening to Music
National Trust
Personal Computing
Prize Draws & Competitions
Religious Activities
Snow Skiing
Theatre, Cultural/Arts Events
Vitamins/Food Supplements
Wildlife/Environmental Concerns
Non Smoking Household
Cultural Pursuits Interest level
Entertainment Interest level
Animal/Nature Awareness level
Outdoor Pursuits level

TRAVEL
Take European Holidays
Take USA Holidays–Ranked Likelihood
Take Rest of the World Holidays–Ranked Likelihood
Foreign Travel as a regular hobby
Snow Skiing as a regular hobby

NEWSPAPER READERSHIP
Quality Newspaper Readers
Mid-Market Newspaper Readers
Popular Newspaper Readers
Financial Times

TECHNOLOGY
Have a PC in the Household
Have Internet Access at Home
Have Internet Broadband
Personal Computing as a Regular Interest
Games Console
Digital Camera
Mobile/Music Streaming Device
Have Flat Screen TV
Have HD TV
Pay to View TV Subscription
Cable TV
Satellite TV
Mobile Phone
Mobile Contract Payment Type (Contract/Pre-Pay)
Household Technology Ranking
Consumer Electronics Audience Segmentation
(Spend on Technology and Motivation to Buy)
Telecoms Audience Segmentation
(Spend on Communication Services and Devices and
Motivation to Buy)

AUTOMOTIVE
Motorist
Bought a Car Under 3 Years Old
SMMT Car Classification
Age of Car
Bought Car New/Used
Number of Cars in Household
Car Fuel Type (Petrol/Diesel)
Annual Mileage

INSURANCE RENEWAL
Car Insurance Expiry Month
Buildings Insurance Expiry Month
Contents Insurance Expiry Month
Changed Home Insurance Provider in Last 3 Years
Level of Motor no Claims Discount

FINANCE AND INSURANCE
Have a Mortgage
Individual/Partner has Personal Loan–Ranked Likelihood
Personal Loan
Individual/Partner is Credit Card Holder
Household Credit Card Ownership
Number of Credit Cards
Have Visa/Master Card
Have American Express Card
Have a Store/Shop Card
Have a Debit Card
Private Pension–Ranked Likelihood
Private Pension
Regular Savings Plan–Ranked Likelihood
Regular Savings Plan
Child Savings Plan–Ranked Likelihood
Child Savings Plan
Unit Trusts/High Interest Investments
Own Stocks/Shares
Have an ISA
Investment Activity Ranking
Household Level Investment Activity Ranking
Life Assurance–Ranked Likelihood
Life Insurance
Private Medical Insurance–Ranked Likelihood
Private Medical Insurance
Accident Insurance–Ranked Likelihood
Accident Insurance
Funeral Plan–Ranked Likelihood
Funeral Plan
Insurance Activity Ranking
Household Level Insurance Activity Ranking
Will

CHARITY INTERESTS AND ACTIVITY
Charities/Voluntary Work
Charity Donor Ranking
Household level Charity Donor Ranking
Donate to Environmental/Animal/Wildlife Causes– Ranked Likelihood
Donate to Animal Pet Welfare
Donate to Environmental Causes
Donate to Wildlife Care
Donate to Global Causes–Ranked Likelihood
Donate to Disaster Relief
Donate to Third World
Donate to Other Causes
Donate to Local Causes
Donate to Children’s Welfare
Donate to Help the Elderly
Donate to Medical Research
Donate to Disabled/Handicapped
Donate to Cancer Research
Donate to Help the Homeless

METHOD OF DONATION
Contribute to Charity in the Street/at the Door
Contribute to Charity by Post–Ranked Likelihood
Contribute to Charity by Post
Contribute by–Direct Debit
Contribute by–Internet

ENVIRONMENT
Environment Friendly Product Levels
Recycled Product Levels
Green Status–Ranked Percentile

CHANNEL BEHAVIOUR
Probability to Buy Groceries Online–Often
Probability to Buy Groceries Online–Sometimes
Probability to Buy Groceries Online–Never
Probability to Buy Insurance–Online
Probability to Buy Insurance–in shop
Probability to Buy Insurance–by phone
Probability to use Internet for–Email
Probability to use Internet for–Google
Probability to use Internet for–eBay
Probability to use Internet for–Weather News
Probability to use Internet for–Price Comparison
Probability to use Internet for–Social Networking
Probability to use Internet for–Messaging
Probability to use Internet for–Gambling/Betting
Probability to use Internet for–Games Playing
Probability to use Internet for–Paying Bills
Probability to Research Tech Prod–Online
Probability to Research Tech Prod–in shop
Probability to Research Tech Prod–from Catalogue
Probability to Buy Technical Prod–Online
Probability to Buy Technical Prod–in Shop
Probability to Buy Technical Prod–via Catalogue
Probability to Use Mobile Phone for–Internet
Probability to Have Freeview TV
Probability to Have Satellite TV
Probability to Have Cable TV
Probability to Read News Online–Often
Probability to Read News Online–Never
Probability to Read News Online–Sometimes
Probability to Book Holiday via–Internet
Probability to Book Holiday via–Agent
Online Purchase Frequency
Online Behaviour Segments

MAIL ORDER
Shopping by Catalogue Interest
Mail Order Frequency

GROCERY SHOPPING
Main Shopping Weekly Grocery Spend

CHANNEL PREDICTOR
Preference to Receive Marketing Communications via Email
Preference to Receive Marketing Communications via Direct Mail
Preference to Receive Marketing Communications via Telephone
Preference to Receive Marketing Communications via Text
Preference to Receive Marketing Communications via Social Networking
Channel Preference Mix Segments