For years, Orleans/Niagara BOCES promoted their continuing education classes through traditional marketing methods. With the COVID-19 pandemic, they had to find a new way to promote their classes. After an initial meeting to learn more about BOCES goals, JFG suggested a mix of digital tactics — social media campaigns, banner ads and video ads
We utilized Facebook and Instagram ads to increase awareness and people interested in the continuing education classes. We utilized 5 different ads and adjusted the campaign depending on which was performing the best. The ads showcased various class options.
Targeting for all of the campaigns was the Niagara County area, focused on those who showed interest in jobs, professional development, training and vocational education. We also targeted specific job industries such as building trades and electrical.
Display Banner Ads
The display ads ran alongside paid social media campaigns to further extend reach and frequency. The ads targeted people who were actively searching for continuing education and other similar keywords. This was done by using a custom-intent audience that JFG created.
We ran two campaigns for Video Ads. We ran a skippable video campaign where viewers can skip after 5 seconds and a non-skippable campaign where viewers must watch the full 15 seconds of the video.
Tactic Flexibility: We moved a portion of the video campaign budget to Facebook ads because social media was showing better performance. This flexibility is one of the key benefits of digital media.
Digital Advertising With JFG
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