Nativa, a long-time vendor to Arizona State University (ASU), was tasked with driving awareness among potential students for the newly launched digital high school, ASU Prep Digital. This high school was strategically vital as a pipeline to full-time university enrollment. Lead generation was the primary ROI measurement point, specifically analyzing the cost per lead across advertising channels like Facebook, Google, and Instagram to optimize the campaign budget.

Nativa focused on daily optimization of ad campaigns based on performance to ensure the best use of advertising dollars. Key components included:

• Message Copy and Imagery: Creating compelling and targeted content.
• Landing Pages: Optimized for specific audiences.
• Digital Ads: Targeted users on Facebook, Google, and Instagram, both in the U.S. and internationally, particularly in regions with an established ASU alumni presence.
• CRM Software: Set up to manage new leads entering the system and update their status in the sales funnel.

Nativa executed a meticulous strategy by:

• Daily Campaign Optimization: Ensuring that every ad dollar was spent effectively.
• Targeted Digital Ads: Focusing on areas with significant ASU alumni presence.
• Optimized Landing Pages: Tailored to convert specific audience segments.
• CRM Implementation: Efficiently managing and tracking new leads through the sales funnel.

The ASU Prep Digital pipeline grew substantially from the campaign kickoff, gaining over 2,000 leads in a short period. Nativa’s efforts effectively measured ad performance, using tracking pixels and other tactics to lower costs by over 75% for this internationally recognized university.