In the competitive landscape of higher education marketing, reaching the right student at the right time is no longer just a goal, it’s a necessity. Traditional broad-brush marketing often leads to wasted spend and noise that prospective students simply tune out.
At El Toro, we’ve spent years refining a suite of tools designed to turn data into a competitive edge for universities. By moving away from cookies and toward IP Targeting, we help institutions connect with high-intent audiences with surgical precision.
The Power of Multi-Channel Strategy: Display + OTT
While individual products are powerful, we see the most significant lift in ROI when clients combine Display Advertising with Over-the-Top (OTT) video. By pairing the visual impact of a digital billboard with the storytelling power of streaming TV, you create a consistent brand presence that follows the student across every screen in their household.
Solutions for the Modern University
Whether you are looking to fill your freshman class or re-engage alumni, our technology adapts to your specific vertical needs:
1. New Student Acquisition & Conquesting (Venue Replay)
The biggest challenge for recruiters is reaching students where they already are. Our Venue Replay technology allows you to map specific physical locations, like rival campuses, to capture device IDs from people who visited that location.
Success in Action: A large online university recently used Venue Replay to target community college students for their undergraduate credit transfer program. By mapping these campuses and filtering out students already in their funnel, they drove 2,065 total course sign-ups in just one month.
2. Targeting Current & Past Students (IP Targeting)
Don’t let your internal data go to waste. IP Targeting allows you to take a list of physical home addresses (like a list of “stop-outs” or current students eligible for grad school) and serve digital ads directly to those specific households. There are no cookies involved, meaning your message reaches 100% of your intended list without the risk of fraud.
3. Alumni & Donor Outreach (Web-To-Home & Direct Mail)
Fundraising requires a personal touch. With our Web-To-Home technology, you can identify anonymous visitors on your “Giving” page and send them a physical piece of direct mail within days. This “Direct Mail on steroids” ensures that your physical outreach is triggered by real-time interest, making it far more effective than a generic yearly mailer.
Why it Works
As seen in our recent case study, the magic happens when you bridge the gap between a student’s physical presence and their home environment. By utilizing both device and IP targeting, universities maintain a consistent brand presence as prospective students move from their physical campus to their home study spaces.
Key Results from an Undergrad Enrollment Campaign:
- Target Audience: 236,470
- Unique Household Conversions: 1,623
- Total Conversions: 2,065 course sign-ups
At El Toro, we believe in results without compromising ethics. We are a strong supporter of individual privacy, adhering to all federal and state laws, including CCPA and NAI standards. We provide the data you need to grow while protecting the people you serve.
Ready to accelerate your enrollments? Get started today.