Taking an iterative, data-based approach to an advertising campaign

Before investing in a substantial advertising campaign, St Lawrence College wanted to be sure their creative would resonate with the target audience.

Academica used its StudentVu research panel to bring together a group of students that reflected SLC’s target demographic. Through an online survey, these panelists provided their honest feedback on the advertising campaign.

Academica delivered a top-line report along with heat maps that highlighted areas that students felt were appealing, confusing, or unnecessary for each concept. The survey questions and target group were designed in close consultation with the SLC team to ensure that the feedback was relevant and representative of their desired audience for the campaign. The first round of results were incorporated into three new concepts, which went through the testing process a second time.