St Lawrence College

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

The Situation

SLC wanted to know that its new advertising campaign would perform well before going to market.

The Solution

SLC showed its advertisements to a cohort of Academica's StudentVu panel to get students' honest feedback and perceptions on the ads.

The Result

SLC revised its advertising campaign according to student feedback and went live with their updated ads.

The Situation

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

The Solution

We used our StudentVu panel to bring together a group of students that reflected SLC’s target demographic and get 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 St. Lawrence team to ensure that the feedback was relevant and representative of their desired audience for the campaign. The first round results were incorporated
into three new concepts, which went through the testing process a second time.

The Result

This iterative, data-backed process gave the SLC creative confidence in their approach and execution, ultimately improving the outcome of their advertising campaigns.

Academica consistently provides thoughtful research plans to reach our core audience through effective online panels using interactive tools. Academica provides great insight into our often difficult to reach target market.
Kelly Wiley
Director of Marketing & Communications