The University of Montana struggled to reach prospective students in WUE states and re-engage prior inquiries. They needed a scalable awareness strategy to drive qualified traffic to their admissions pages.
We fixed it by deploying Connected TV campaigns, targeting youth with interest-based attributes like outdoor adventure and campus life, while retargeting prior inquirers via CRM list uploads.
The University of Montana successfully reached prospective students across WUE states through Connected TV, driving meaningful admissions page traffic. Campaign efficiency improved significantly month-over-month, validating CTV as a scalable, high-performing channel.
401,365
Unique households reached — Connected TV delivered targeted awareness across key WUE states.
18,527
Verified site visits — confirmed from CTV viewers within a 14-day attribution window.
$2.60
Average cost per verified visit — efficient spend driving prospective students to admissions page.
(1) Identify Goals: North Star – (2) Digital
Foundation – (3) Custom Experience Build –
(3) Lead Gen Playbook – (4) Iterate – (5) Celebrate
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