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Education
Trident Technical College
June 2021 – ongoing, on The Trade Desk
The problem
Community college is available and affordable to far more people in greater Charleston than know it. Trident needed awareness of that accessibility, not a brand campaign.
What we did
Programmatic behavioural targeting built to find the people who would actually benefit from what the college offers, rather than buying broad reach. Running alongside it, retargeting against first-party lists of former enrollees — people who had already started a qualification and could get value from re-engaging now.
The result
27,294,730 impressions inside the first two years, at a 0.195% all-campaign click-through rate. The deck puts that CTR at 2.4× the industry average for programmatic display. The engagement has run continuously since June 2021.
- Programmatic display
- The Trade Desk
- Behavioural targeting
- First-party retargeting
Vertical Higher Education