Case Study, Banner Campaign

Targeting Parents for a Private School Open House

The Aim

Inspire their target audience to attend open houses promoting their early childhood to grade 4 programs.

The Challenges

It is not legal to intentionally target children (under 18) directly, nor is it legal to geotarget elementary schools.

The Approach

  • Addressable geofencing to reach homes with children, HHI > $90, within 40 miles of school
  • Keyword search and contextual targeting, including people searching for “private schools Albany” and visitors to websites of competitor private schools in the area

The Results

  • Overall clickthrough of .11% — nearly double the national average
  • 668,128 of 1,950,000 impressions delivered to date, prompting 733 people to click to the website
  • The 273,293 impressions generated by geofencing have brought 312 people to the site, and 23 people actually visited the school

Clickthrough rate


Visitors to the website


People who physically visited the school


Weighted Actions