Chase Collegiate
Final Campaign Reporting
As of June 3rd, 2012
June 13, 2012
Table Of Contents
2
Executive Summary
Campaign Flowchart
Reporting Statistics
Search Engine Optimization
Paid Search
Electronic Direct Mail
Performance Statistics
Next Steps
3
4
6-7
8-10
11-13
14-17
18-20
21
Appendix
Creative Elements
Paid Search Ads
Display Ads
Website Statistics
Keyword/Display Performance
23-54
55-56
57-58
59-61
62-67
2
Executive Overview
• In terms of the overall progress report, we continue to beat 6 of the 7 Key Performance Indicators (KPIs). The most telling of our
campaign performance is the % of new visits which has increased 47% when comparing the identical time frame this year to last.
• SEO was performed from 2/20 – 6/3, with a one week hiatus the week of 4/16. A total of 32 press releases were distributed for the
purpose of generating backlinks to the Chase Collegiate site. Every image on the site now has an alt image description. The 13-week
measurement period is now 6/4 – 9/2 to assess the quarter immediately following SEO efforts. We will provide that report shortly
thereafter.
• SEM (paid search) consisted of bidding on a total of 105 keywords/phrases. The Charter/Collegiate ad group returned the best
overall CTR and our added value effort returned 25% better performance than the initial campaign. This is primarily due to the
elimination of lower performing keywords. Based on geographic response indices, Brookfield, Meriden, Middletown, Monroe,
Southington, Torrington and Waterbury represent the greatest opportunity for additional marketing outreach.
• eDM consisted of 22 mailings to the Chase house list as well as targeted prospects in the defined geography. We consistently
exceeded our norms in terms of both open and CTRs. The 2/29 mailing with the subject line of “Doesn’t your child deserve the best
education?”, returned the best overall performance, suggesting a strong, emotive/guilt approach is effective for subject lines.
Moving to the more prominent “clickable buttons” began driving a greater percentage of all clicks once we instituted that on 5/3 and
should be continued moving forward. Based on the final matchback results, we mailed to 15 of the Information Session/Open House
sign-up prospects. All were from the unscreened household income list that we tested on 3/12, suggesting that we consider
dropping the HHI screen since this is a self-reported number, it is directional at best and may eliminate many qualified prospects
who don’t complete that field of the questionnaire.
• Display Ads featured the Open House messaging ran through the April 15 th Open House date with branding creative that followed
through 6/3. As is typically the case, overall, the remarketing portion of the campaign returned a better CTR (0.123% v. 0.088%). For
the branding creative, we included a larger rectangle size that yielded the best overall CTR (0.176%) in terms of ad size. The branding
creative that featured images of children with the prominent “Contact Us” CTA during the added value portion of the campaign
returned the best overall performance of all creative messaging.
• Competitive slide has been updated reflecting Chase as having the greatest percent increase in Unique Visitors from December 31st,
2011 through April 30th, 2012 but still 2nd based on the overall trend over the 16 month time period.
3
Final Campaign Flowchart
February 2012
Media Vehicle
1/30
2/6
2/13
March 2012
2/20
2/27
3/5
Feb28 Info
Session
April 2012
3/12
3/19
3/26
4/2
4/9
May 2012
4/16
4/23
4/30
Apr15
Open
House
Brand Ads
5/7
5/14
5/21
# of
5/28 Units / Imps
Brand Ads
Search Engine Optimization (SEO)
Press releases every Tu, Th through week of 2/27.
Beginning week of 3/5, moving ot Tu,We,Th
Press releases 2-3x weekly. Alt Image tag labeling
throughout site
Up to 35 keywords & phrases -- Implementation, creation and submissions
Up to 35 keywords & phrases -- Implementation, creation
and submissions
Paid Search (SEM)
Google AdWords (key word
search) Text
Google AdWords (key word
search) Text
1,210,,170
Up to 35 keywords & phrases
903,079
Up to 35 best performing keywords & phrases
Electronic Direct Mail (eDM)
40,425 (16x) Parents with Children age 13 and
under, with HHI $250,000+ (Zip Code Targeted)
40,425 (16x) Parents with Children age 15 and
under, with HHI $150,000+ (Zip Code Targeted)
2/23
Th
2/27,2/29 3/6,3/8 3/12,3/15 3/20,3/22
Mo,We
Tu,Th
Mo,Th
Tu,Th
3/28
4/3,4/5
We
Tu,Th
4/9,11,13,
14
Mo,We,Fr
,Sa
646,800
4/26
5/3
5/10
5/17
5/22
5/31
Th
Th
Th
Th
Tu
Th
242,550
Online Display Ads: (300x250,
728x90, 160x600)
Contextual & Retargeting with zip code targeting
Contextual & Retargeting with zip code targeting
Total Impressions
4,039 total clicks, 4,218,528 impressions
555 total clicks, 757,996 impressions
4,218,528
757,996
7,979,123
4
Overall Progress Report: Site Traffic Reporting
When examining the Google Analytics visitor overview, in 6 of the 7
key performance indicators (KPIs) we consistently performed better
this year when compared to last using identical time frames.
METRIC
Visits
Unique Visitors
Pageviews
Pages/Visit
Avg. Visit Duration
Bounce Rate
% New Visits
2012
104,778
34,970
383,289
3.66
4.00
38.18%
26.16%
2011
111,002
26,993
368,970
3.32
2.70
43.34%
17.84%
% Change
-6%
30%
4%
10%
48%
-12%
47%
+
+
+
+
+
+
Each reported period based on 2/20 - 6/3 of each year shown.
Key takeaway: Unique visitors and % of new visits are up
dramatically even though total visits have declined 6% – driven by
repeat visitors exclusively since. Our campaign effort has sent more
qualified visitors to the Chase website who consumed a greater
number of pageviews and pages per visit. Site visitors are spending
more time with the site overall, and find the content relevant and
engaging based on the lower bounce rate, increased pageviews and
pages per visit.
5
Multi-Year Progress Report: Site Traffic Reporting
METRIC
Visits
Unique Visitors
Pageviews
Pages/Visit
Avg. Visit Duration
Bounce Rate
% New Visits
2012
104,778
34,970
383,289
3.66
4.00
38.18%
26.16%
'12 v. '11
-6%
30%
4%
10%
48%
-12%
47%
2011
111,002
26,993
368,970
3.32
2.70
43.34%
17.84%
11 v. '10
13%
13%
-1%
-12%
-1%
3%
0%
2010
98,546
23,844
371,293
3.77
2.72
42.08%
17.91%
'10 v. '09
61%
31%
88%
16%
50%
8%
-29%
2009
61,029
18,252
197,971
3.24
1.82
39.09%
25.10%
'09 v. '08
16%
18%
-7%
-20%
-21%
20%
-14%
2008
52,536
15,469
212,967
4.05
2.30
32.49%
29.05%
'12 v.'08
99%
126%
80%
-10%
74%
18%
-10%
First Google Analytics Data: 2/21/08. Each reported period based on 2/20 - 6/3 of each year shown.
Key takeaway:
• Total Visits have doubled since first reported analytics which peaked in the 2011 period. This may be
attributable to a new website feature/offering, i.e., student portal, parent portal, etc.
• Unique visitors are at an all-time high for this year as are Pageviews.
• Pages/Visit are up this year compared to last, but down for the entire five year horizon. If the site was
new in 2008, this can be attributed to novelty of the site in 2008, skewing comparison.
• Average Visit Duration is 4 minutes, also an all-time high. This is usually an indication of ongoing website
content updates that visitors find interesting and engaging.
• The Bounce Rate and % of New Visits are second only to the initial analytics year which may also be
attributed to novelty of the site.
6
SEO Effort: Actions Taken
–
Distributed 32 keyword optimized press release.
–
Alt image tags added to ALL website images. Spreadsheet of images, tags and site locations is
provided as a separate Excel file.
–
Site submitted to Google, Yahoo, Bing and all top level search engines every week from 2/20 –
6/3.
–
Performed high authority link building where we received approximately 1,000 unique anchor
text backlinks each month
–
Meta keywords remain as:
preschool in ct, pre preschool in ct, best schools in ct, charter schools ct, private schools ct,
catholic schools ct, arts schools in ct, best high schools ct, performing arts schools in ct, pre
kindergarten schools in ct, visual arts schools in ct
–
Keywords/phrases containing “catholic” and “charter” will remain as meta tag keywords,
appearing in website code only. Remaining in the background assists search engines in
categorizing organic and paid search relevance. Prospects seeing search results will not see
anything visible about catholic or charter, just Chase as an option in their search results with no
mention of the actual keywords. These competitive keywords are important to keep in the mix
since they drive significant search volume. It helps us stay visible in the search environment
against the competition.
7
SEO/Paid Search Effort: Keywords/Phrases
1 academic programs in ct
11 boys soccer in ct
21 performing arts schools in ct
31 private schools ct
2 advanced placement programs in ct 12 boys tennis in ct
22 pre kindergarten and kindergarten schools in ct 32 small classroom sizes in ct
3 arts schools in ct
13 boys wrestling in ct
23 pre kindergarten schools in ct
33 summer studies in ct
4 best catholic schools in ct*
14 catholic schools ct*
24 pre preschool in ct
34 visual arts schools in ct
5 best collegiate schools ct
15 charter schools ct*
25 preschool in ct
35 soccer camps in ct
6 best elementary schools in ct
16 collegiate elementary schools ct 26 private catholic schools in ct*
7 best high schools ct
17 collegiate high schools ct
27 private elementary schools ct
8 best middle schools ct
18 collegiate schools ct
28 private high schools ct
9 best private schools in ct
19 girls basketball in ct
29 private middle schools in ct
10 best schools in ct
20 girls soccer in ct
30 private preschools in ct
Backlinks generated
* Background keywords only used for competitive purposes. Releases will not contain these keywords/phrases.
Keyword list used for organic and paid search with the exception that for paid search, the in ct or ct reference will be omitted.
8
SEO Effort: Schedule of Press Releases
Bonus Distribution
Release
#
1
2
3
5
6
7
4
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
Release
File Name
Date
23-Feb
28-Feb
1-Mar
6-Mar
7-Mar
8-Mar
13-Mar
14-Mar
15-Mar
20-Mar
21-Mar
22-Mar
27-Mar
28-Mar
29-Mar
3-Apr
1-May
2-May
3-May
5-May
9-May
10-May
15-May
16-May
17-May
22-May
23-May
24-May
29-May
30-May
31-May
1-Jun
1stReleaseMouzon_scholarship
2ndRelease1211 Sarah McCauley
3rdRelease Lea Peterson
5thRelease1011 Community Talks
6thRelease0212 Kindergartners s Peabody Museum
7thRelease0212 Amanda Senanayake_ScienceFair
4thReleaseAllStarsinWesternNewEngland
8thRelease0212RachelLewis release
9thRelease0212 Ray Behr_Hall of Fame FNL
10thRelease1011 Former NBA Start Visits Middle School
11thRelease1011 WSO_Chase Masterclass
12thRelease1011 Kaouris_fencing
13thReleaseWrestlingPlaces7
14thReleaseBoysSoccer
15thReleaseBoysTennisandSoccerCampsREVISED
16thRelease0212 Wellness Day_Local Experts Release
1stReleaseMouzon_scholarship
2ndRelease1211 Sarah McCauley
3rdRelease Lea Peterson
4thReleaseAllStarsinWesternNewEngland
5thRelease1011 Community Talks
6thRelease0212 Kindergartners s Peabody Museum
7thRelease0212 Amanda Senanayake_ScienceFair
8thRelease0212RachelLewis release
9thRelease0212 Ray Behr_Hall of Fame FNL
10thRelease1011 Former NBA Start Visits Middle School
11thRelease1011 WSO_Chase Masterclass
12thRelease1011 Kaouris_fencing
13thReleaseWrestlingPlaces7
14thReleaseBoysSoccer
15thReleaseNEWTennisREVISED
16thRelease0212 Wellness Day_Local Experts Release
Keyword 1
Keyword 2
private school
girls soccer in ct
performing arts schools in ct
private middle schools in CT
collegiate elementary schools ct
private high schools ct
collegiate high schools ct
best schools in ct
girls basketball in ct
best middle schools ct
art schools in ct
summer studies in CT
boys wrestling in ct
boys soccer in ct
boys tennis in ct
academic programs in ct
private school
girls soccer in ct
performing arts schools in ct
collegiate high schools ct
private middle schools in CT
collegiate elementary schools ct
private high schools ct
best schools in ct
girls basketball in ct
best middle schools ct
art schools in ct
summer studies in CT
boys wrestling in ct
boys soccer in ct
boys tennis in ct
academic programs in ct
small classroom sizes
best private schools in ct
academic programs in ct
collegiate schools ct
best elementary schools in ct
best high schools ct
advanced placement programs in ct
best collegiate schools ct
visual arts schools in ct
preschool in ct
pre preschools in ct
pre kindergarten and kindergarten schools ct
pre kindergarten schools in ct
private preschools in ct
girls tennis in ct soccer camps in ct
private elementary schools ct
small classroom sizes
best private schools in ct
academic programs in ct
advanced placement programs in ct
collegiate schools ct
best elementary schools in ct
best high schools ct
best collegiate schools ct
visual arts schools in ct
preschool in ct
pre preschools in ct
pre kindergarten and kindergarten schools ct
pre kindergarten schools in ct
private preschools in ct
soccer camps in ct
private elementary schools ct
9
Paid Search Effort: Ad Groups
Ad group report (Feb 27, 2012-Jun 3, 2012)
Ad group
Best
Catholic (competitive)
Charter/Collegiate (Competitive)
Elementary School
High School
Middle School
Pre-K
Sports
Summer Academics
Total - Search
Total - Display Network
Total
Clicks
722
42
251
277
137
121
541
594
449
1,899
1,232
3,131
Impressions
435,296
33,482
18,323
177,400
80,920
125,871
411,726
758,343
71,888
281,948
1,831,301
2,113,249
CTR
0.17%
0.13%
1.37%
0.16%
0.17%
0.10%
0.13%
0.08%
0.62%
0.67%
0.07%
0.15%
Avg position
2.8
3.1
2.8
2.8
3.0
2.9
3.2
2.1
4.0
3.4
1.4
2.5
Key Takeaway:
Charter/Collegiate (Competitive) ad group continues to yield the greatest CTR although Summer
Academics is producing the greatest number of clicks most recently due to seasonality. Overall, the
CTR and CPC improved during the Added Value campaign period. This improvement can be
attributed to optimized keywords and ad copy.
10
Paid Search Effort: Keywords Overview
Campaign
Total Chase Collegiate Paid Search
Total Chase Collegiate Paid Search Added Value
Clicks
958
647
Impressions
151,451
81,952
CTR
0.63%
0.79%
Avg.
position
3.49
4.26
Quality
score
3
4
Key Takeaway:
• Keywords of “summer camps” and “private schools in ct” are driving the greatest number of
clicks with 381 and 190 clicks respectively.
• Highest CTR performance from “collegiate schools” at 10%, followed by “boys soccer camps”,
“pre kindergarten and kindergarten schools” and “grade schools in ct which are all in the 4-5%
range.
• Only top performing keywords and ad variations were carried into Added Value portion of
campaign to maximize performance – results, 25% higher CTRs
• All keywords maintaining a minimum Quality Score of 3 out of 10 or better.
• Campaign was optimized both automatically and manually using dynamic algorithms to serve the
best performing ad for each keyword call to produce the greatest number of clicks within budget.
11
Paid Search Effort: Geographic Response Indices
Index %Clicks to %Students
Index %Impressions to %Students
Index %Cost to %Students
Index
1000
500
Woodbury *
Woodbridge
Wolcott
Watertown *
Waterbury
Torrington
Thomaston
Southington
Southbury *
Shelton
Seymour
Sandy Hook *
Oxford *
Newtown *
Naugatuck
Monroe *
Middletown *
Meriden
Litchfield
Cheshire *
Brookfield *
Bethlehem
0
Reading chart: In Middletown, the % of clicks and impressions served are over-indexing to the current student
population at 556 and 651 respectively, thereby justifying the higher cost index of 547. In Cheshire, the % of
clicks and impressions served are under-indexing to the current student population at 67 and 65 respectively,
thereby explaining the lower cost index of 63.
Key takeaway: Between the two towns, Middletown represents a greater opportunity for additional marketing
activity, i.e., town-specific events, place-based advertising, etc.
12
eMail Effort: Final eDM Schedule
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
Mail Date
Subject Line
02/23,Thu
02/27,Mon
02/29,Wed
03/06,Tue
03/08,Thu
03/12,Mon
03/15,Thu
03/20,Tue
03/22,Thu
03/28,Mon
04/03,Tue
04/05,Thu
04/09,Mon
04/11,Wed
04/13,Fri
04/14,Sat
4/26, Thu
5/3, Thu
5/10, Thu
5/17, Thu
5/22, Tue
5/31, Thu
You're cordially invited to attend
Seats still available tomorrow
Doesn't your child deserve the best education?
Make a move today. Your child's future depends on it!
You only have one chance to educate your child!
Grants provided to 49% of students!
Exclusive invitation. Private tour!
Doesn't your child deserve the best education?
The Right Teacher Can Make A Difference
Make a Difference in Your Child's Future
Give Your Child a Head Start on Life
Make a Difference in Your Child's Education
Give your child a valuable education
A Great Education is the Chance of a Lifetime
We're Saving You a Seat!
Spend Sunday at Our House!
Doesn’t your child deserve the best education?
Make a Difference in Your Child’s Future
The Right Teacher Can Make A Difference
A Great Education is the Chance of a Lifetime
Exclusive Tour Invitation for You!
Give your Child a Head Start on Life
Creative / Offer
2/28 Information Session w/ RSVP Date
2/28 Information Session w/out RSVP Date
Schedule a Visit Today!
Schedule a Visit Today! (…make a move for your child's future)
Schedule a Visit Today! (...Kanisha / Yale testimonial)
p/u 3/8 creative
The Chase Difference…Public Speaking
p/u 2/29 creative + subject line (best overall brand ad performer)
The Chase Difference…Our Teachers
The Chase Difference…Educating the whole child
4/15 Open House The Chase Difference…Our Teachers
4/15 Open House The Chase Difference…Public Speaking
4/15 Open House The Chase Difference…Our Students
4/15 Open House The Chase Difference…Our Teachers
4/15 Open House The Chase Difference…Public Speaking
4/15 Open House The Chase Difference…Our Students
Green Button, Schedule a Visit
Learn/Request/Schedule
Learn/Request/Schedule
Learn/Request/Schedule
Learn/Let Us Know You're Coming/Schedule
Learn/Request/Schedule
13
eMail Effort: eDM Tracking Summary
Mail Day /
Mailed Total
Date
Version Subject Line
Quantity Opens
Thu, 2/23
You're cordially invited to attend
40,425 1,521
Mon, 2/27
Seats still available tomorrow
40,425
240
Wed, 2/29
Doesn't your child deserve the best education?
40,425
500
Tue, 3/6
Make a move today. Your child's future depends on it! 40,425
768
Thu, 3/8
You only have one chance to educate your child!
40,425
125
Mon, 3/12 A Hinc Grants provided to 49% of students!
20,213
18
Mon, 3/12 B Ninc Grants provided to 49% of students!
20,212
53
Thu, 3/15
Exclusive invitation. Private tour!
40,425
153
Tue, 3/20
Doesn't your child deserve the best education?
40,425
89
Thu, 3/22
The Right Teacher Can Make A Difference
40,425
92
Wed, 3/28
Make a Difference in Your Child's Future
40,425
453
Tue, 4/3
Give Your Child a Head Start on Life
40,425
201
Thu, 4/5
Make a Difference in Your Child's Education
40,425
113
Mon, 4/9
Give your child a valuable education
40,425
137
Wed, 4/11
A Great Education is the Chance of a Lifetime
40,425
142
Fri, 4/13
We're Saving You a Seat!
40,425
132
Sat, 4/14
Spend Sunday at Our House!
40,425
135
Thu, 4/26
Doesn’t your child deserve the best education?
40,425
114
Thu, 5/3
Make a Difference in Your Child’s Future
40,425
284
Thu, 5/10
The Right Teacher Can Make A Difference
40,425
289
Thu, 5/17
A Great Education is the Chance of a Lifetime
40,425
283
Tue, 5/22
Exclusive Tour Invitation for You!
40,425
160
Thu, 5/31
Give your Child a Head Start on Life
40,425
230
Totals
889,350 6,232
•
•
•
•
Total
Unique
Open Unique Open
Rate Opens
Rate
3.8%
772
1.9%
0.6%
155
0.4%
1.2%
275
0.7%
1.9%
150
0.4%
0.3%
30
0.1%
0.1%
17
0.1%
0.3%
28
0.1%
0.4%
123
0.3%
0.2%
79
0.2%
0.2%
68
0.2%
1.1%
414
1.0%
0.5%
180
0.4%
0.3%
103
0.3%
0.3%
120
0.3%
0.4%
115
0.3%
0.3%
118
0.3%
0.3%
121
0.3%
0.3%
108
0.3%
0.7%
254
0.6%
0.7%
266
0.7%
0.7%
253
0.6%
0.4%
141
0.3%
0.6%
202
0.5%
0.7% 4,092
0.5%
Total
Unique Unique
Clicks Total CTR Clicks
CTR
164
10.8%
126
16.3%
9
3.8%
8
5.2%
270
54.0%
219
79.6%
18
2.3%
17
11.3%
5
4.0%
5
16.7%
2
11.1%
2
11.8%
10
18.9%
10
35.7%
13
8.5%
10
8.1%
47
52.8%
42
53.2%
60
65.2%
42
61.8%
215
47.5%
157
37.9%
49
24.4%
36
20.0%
16
14.2%
14
13.6%
9
6.6%
8
6.7%
21
14.8%
21
18.3%
12
9.1%
9
7.6%
17
12.6%
16
13.2%
22
19.3%
20
18.5%
47
16.5%
43
16.9%
87
30.1%
78
29.3%
53
18.7%
44
17.4%
31
19.4%
27
19.1%
60
26.1%
50
24.8%
1,237
19.8%
1,004 24.5%
Combined
Total
Open*CTR
0.41%
0.02%
0.67%
0.04%
0.01%
0.01%
0.05%
0.03%
0.12%
0.15%
0.53%
0.12%
0.04%
0.02%
0.05%
0.03%
0.04%
0.05%
0.12%
0.22%
0.13%
0.08%
0.15%
0.14%
Combined
Unique
Open*CTR
0.31%
0.02%
0.54%
0.04%
0.01%
0.01%
0.05%
0.02%
0.10%
0.10%
0.39%
0.09%
0.03%
0.02%
0.05%
0.02%
0.04%
0.05%
0.11%
0.19%
0.11%
0.07%
0.12%
0.11%
3/12 tested normal & high income effectiveness
3/28 began links to each school
5/3 began multiple CTAs – Learn More / Request Info / Schedule a Visit
Reporting enhanced with Google Analytics
14
eMail Effort: eDM Tracking Detail
Mon, 3/12
Mon, 3/12
Thu, 3/15
Tue, 3/20
Thu, 3/22
Wed, 3/28
Tue, 4/3
Thu, 4/5
Mon, 4/9
Wed, 4/11
Fri, 4/13
Sat, 4/14
Thu, 4/26
42
1
75
6
1
36
1
58
6
1
62
3
73
6
2
45
2
64
5
2
1
1
1
1
3
5
12
16
63
16
2
3
2
2
6
2
2
4
11
14
44
12
2
2
2
2
6
2
4
3
11
27
58
15
2
2
2
4
2
3
2
2
10
18
37
9
2
2
2
2
2
3
17
1
3
12
32
5
70
2
2
24
5
57
2
2
2
4
13
9
52
7
2
2
1 2
2
4
1
3
3
13
7
41
6
2
2
2
2
1
30
1
24
1
1
1
5
5
10
3
1
4
2
9
CTA link
9
12
2
3
9
10
1
1
5
10
3
4
3
9
4
7
3
3
2
2
5
2
1
3
2
2
4
1
1
3
1
2
1
2
3
1
3
1
2
2
1
1
1
2
1
2
4
1
5
2
3
1
2
2
3
1
1
1
1
1
1
1
2
12
1
10
2
2
1
2
2
Thu, 5/3
Make a Difference in Your Child’s Future
4
3
6
6
14
13
4
4
8
7
2
2
6
5
3
3
Thu, 5/10
The Right Teacher Can Make A Difference
7
6
21
18
12
11
3
3
7
6
15
14
14
12
8
8
Thu, 5/17
A Great Education is the Chance of a Lifetime
5
4
11
9
9
9
3
3
7
3
2
2
11
10
5
4
Tue, 5/22
Exclusive Tour Invitation for You!
9
9
6
4
5
5
1
1
5
4
5
4
2
2
8
8
31 31 42 37 30
28
Thu, 5/31
Totals
Give your Child a Head Start on Life
7
5
5
5
290 233 329 252 21
23%
27%
2%
14 14
15 263 226 57
21%
5%
47
29
2%
20
3%
3%
2%
16 10
8
6
60 46 85 69
5%
Total
Unique
Clicks
126
8
219
17
5
Schedule a Visit Today!
2
2
Schedule a Visit Today!
Schedule a Visit Today!
Schedule a Visit Today!
Schedule a Visit Today!
For More Information
Click to Register
Click to Register
Click to Register
Click to Register
Click to Register
Click to Register
Schedule a Visit Today!
Multiple CTA
Learn/Request/Schedule
Multiple CTA
Learn/Request/Schedule
Multiple CTA
Learn/Request/Schedule
Multiple CTA
Learn/Come/Request
Multiple CTA
Learn/Request/Schedule
10
13
47
60
215
49
16
9
21
12
17
22
10
10
42
42
157
36
14
8
21
9
16
20
47
43
87
78
53
44
31
27
60
1237
50
1004
Detailed CTA Link
8 Register Here
Click Here to Register
6 Schedule a Visit Today!
3 Schedule a Visit Today!
Schedule a Visit Today!
5
2
3
1
2
2
3
1
1
Total
Total
Clicks
164
9
270
18
5
Total
Uniq
ue
Upper
School
Total
Uniq
ue
Middle
School
Total
Uniq
ue
Total
Uniq
ue
Lower
School
Total
Uniq
ue
Total
Uniq
ue
Total
Uniq
ue
Total
Uniq
ue
CLICK DETAILS
Chase
Header Facebook
Difference Pre-K
Image
logo
/Contact
Visit
Chase
(URL)
Total
Uniq
ue
Versi
on Subject Line
You're cordially invited to attend
Seats still available tomorrow
Doesn't your child deserve the best education?
Make a move today. Your child's future depends on it!
You only have one chance to educate your child!
A
Hinc Grants provided to 49% of students!
B
Ninc Grants provided to 49% of students!
Exclusive invitation. Private tour!
Doesn't your child deserve the best education?
The Right Teacher Can Make A Difference
Make a Difference in Your Child's Future
Give Your Child a Head Start on Life
Make a Difference in Your Child's Education
Give your child a valuable education
A Great Education is the Chance of a Lifetime
We're Saving You a Seat!
Spend Sunday at Our House!
Doesn’t your child deserve the best education?
Visit
Chase
(logo)
Total
Uniq
ue
Mail Day /
Date
Thu, 2/23
Mon, 2/27
Wed, 2/29
Tue, 3/6
Thu, 3/8
Total
Uniq
ue
Mobile
Friendly
7%
Key Takeaway:
Overall, graphic links continue to yield strong performance in terms of number of clicks, followed by the Mobile link. The
multiple CTA links and more prominent “schools” buttons began driving a greater percentage of all clicks once instituted
on 4/26.
15
eDM Effort: Final eDM Matchback Results
• Matched 15 of Information Session & Open House Sign-ups
• All matched fell into “normal” or “unscreened” HHI
– Expect this is due to household income being a self-reported field
– Some database prospects do not complete this field or may not
answer it truthfully
IS, OH
Last Name
Applying
For
Inquiry
Status Grade
Date
9/19/201
20122013 Inquiry
PK3
1
20122013 Inquiry
2
20122013 Inquiry
PK3
20122013 Inquiry
6
4/4/2012
20122013 Inquiry
4
InquirySoccer
20122013 Letter
5
Applicant
-Sent
follow up
20122013 email
3
Inquiry20122013 Active
PK3
Applicant
20122013 -Active
6
Inquiry20122013 Active
4
Inquiry20122013 Active
6
Inquiry20132014 Active
9
1/11/201
20122013 Enrolled
6
2
20122013 Enrolled
8
2/1/2012
Preferred
Academic
Name Sex
Yr
OH
OH
OH
OH
OH
Missed OH Bean
Peppers
Peppers
Missed OH Brown
Peppers
Joshua
O'bed
Precious
Katherine
Uwimana
IS
Dessieux
Alyssa
IS
Devan
Ryan
IS
Bean
Joshua
IS
Hargrove
D'Asia
IS
Keller
Anthony
IS
Bernardi
Michael
IS
Ciampi
Alexandria
OH
OH
Powers
Powers
Avarie
Chloe
M
F
F
F
Source
Drove by - Googled
internet
internet
reputation/area
internet
Household Email
LCarter001@gmail.com,
joshua.bean@gmail.com
adidja26@gmail.com
adidja26@gmail.com
lrbrown01@snet.net
adidja26@gmail.com
Email2
Email3
High
Income
Unscreened
Income
Mailed,
Mailed
Mailed
Mailed
Mailed
Mailed
dent16@excite.com
Mailed
coworker's children attend devan4@yahoo.com
Mailed
Drove by - Googled
LCarter001@gmail.com
Mailed
Friends
lmuha801@yahoo.com
Mailed
Koli soccer recruit
morronedevelopment@att.net
Mailed
friends and newspaper
nikkibernardi@yahoo.com
Mailed
Email about infosession
quintct@yahoo.com
Mailed
neighbor
neighbor
tracypowers@me.com
tracypowers@me.com
johntpowersjr@me.com tracypowers2000@yahoo.com
johntpowersjr@me.com tracypowers2000@yahoo.com
Mailed
Mailed
16
Display Effort: Ad Performance
Campaign
Clicks
Impressions
CTR
Contextual
Remarketing
3,334
779
3,774,682
635,809
0.088%
0.123%
Ad Size
Clicks
Impressions
CTR
Rectangle
Leaderboard
Wide Skyscraper
Large Rectangle
Skyscraper
Sm Leaderboard
1,487
2,014
537
55
5
15
1,549,065
2,137,970
632,319
31,220
14,124
45,793
0.096%
0.094%
0.085%
0.176%
0.035%
0.033%
Creative Messaging
Clicks
Impressions
CTR
April Open House
Contact Us
Contact Us CTA
Contact Us CTA Graphic
3,561
91
218
243
3,654,998
211,736
308,978
234,779
0.097%
0.043%
0.071%
0.104%
Key Takeaway:
• Retargeting effort is delivering 39% greater CTR performance although less efficient
• Best CTR from CTA large rectangle and Xinc Rev4.24 Large Rectangle both in the Added Value portion of the campaign
• Greatest number of total impressions served and clicks generated came from Open House Leaderboard3
• Contact Us CTA Graphic produced better performance than all other creative messaging
*Detailed Reports in Appendix
17
Engagement: Time Spent on Site
18
Competitive View: Unique Visitors
chasecollegiate.org
Taftschool.org
Westoverschool.org
Rumseyhall.org
9,000
8,000
Unique Visitors
7,000
6,000
5,000
4,000
3,000
2,000
1,000
Apr-12
Mar-12
Feb-12
Jan-12
Dec-11
Nov-11
Oct-11
Sep-11
Aug-11
Jul-11
Jun-11
May-11
Apr-11
Mar-11
Feb-11
Jan-11
0
Using simple linear regression, Taft shows the greatest positive trend over time, followed by
Chase, Rumsey and Westover respectively. From the year ending December 31st, Chase shows
the best improvement in Unique Visitors at +416%, followed by Rumsey Hall at +10%. Both
Taft and Westover have shown a sharp decline (-47% and -65%).
(May data not yet published as of 6.13.12)
19
Next Steps
Develop annual marketing plan and budget for CY12-CY13 admissions cycle
• Analyze admissions cycle and process to ensure its alignment with marketing efforts
• Analyze seasonality – enrollment, new visitors, website pageviews, etc. in order to
plan marketing events/activities accordingly
• Marketing tactics to consider:
– Add a minimum of open house each month
– Consider potential promotions – register to wins can be meaningful and effective
if/when tied to education (win an SAT prep session, free summer camp session,
etc.)
– Consider expanding social media presence
• Add to website best practices
– Put alt tags on images
– Publish or delete unpublished pages
• Analyze website visitors – get quantified in Quantcast, analyze visitor path with
Google Analytics
• Consider a Chase unique selling proposition (e.g. stem program)
•
APPENDIX
Info Session Flyer: Front & Back
22
Info Session Flyer: Inside
23
Open House Post Card: Front
24
Open House Post Card: Back
25
Open House Color Print Ads
26
Open House Print Ad
27
Open House Print Ad (2)
28
Open House Print Ad (3)
29
Open House Print Ad (4)
30
Open House Print Ad (5)
31
eDM Creative
Mailed: 2/23
Subject Line:
You’re cordially
invited to
attend
32
eDM Creative
Mailed: 2/27
Subject Line:
Seats still
available
tomorrow
33
eDM Creative
Mailed: 2/29
Subject Line:
Doesn’t your
child deserve
the best
education?
34
eDM Creative
Mailed: 3/6
Subject Line:
Make a move
today. Your
child’s future
depends on it!
35
eDM Creative
Mailed: 3/8
Subject Line:
You only have
one chance to
educate your
child!
36
eDM Creative
Mailed: 3/12
Subject Line:
Grants
provided to
49% of
students
37
eDM Creative
Mailed: 3/15
Subject Line:
Exclusive
invitation.
Private tour!
38
eDM Creative
Mailed: 3/20
Subject Line:
Doesn’t your
child deserve
the best
education?
39
eDM Creative
Mailed: 3/22
Subject Line:
The Right
Teacher Can
Make a
Difference
40
eDM Creative
Mailed: 3/28
Subject Line:
Make a
Difference in
Your Child’s
Future
41
eDM Creative
Mailed: 4/3
Open House
Ad
Subject Line:
Give Your Child
a Head Start
on Life
42
eDM Creative
Mailed: 4/5
Open House
Ad
Subject Line:
Make a
Difference in
Your Child/s
Education
43
eDM Creative
Mailed: 4/9
Open House
Ad
Subject Line:
Give your child
a valuable
education
44
eDM Creative
Mailed: 4/11
Open House
Ad
Subject Line: A
Great
Education is
the Chance of
a Lifetime
45
eDM Creative
Mailed: 4/13
Open House
Ad
Subject Line:
We’re Saving
You a Seat!
46
eDM Creative
Mailed: 4/14
Open House
Ad
Subject Line:
Spend Sunday
at Our House!
47
eDM Creative
Mailed: 4/26
Subject Line:
Doesn’t your
child deserve
the best
education?
48
eDM Creative
Mailed: 5/3
Subject Line:
Make a
Difference in
Your Child’s
Future
49
eDM Creative
Mailed: 5/10
Subject Line:
The Right
Teacher Can
Make a
Difference
50
eDM Creative
Mailed: 5/17
Subject Line:
A Great
Education is
the Chance of
a Lifetime
51
eDM Creative
Mailed: 5/22
Subject Line:
Exclusive Tour
Invitation for
You!
52
eDM Creative
Mailed: 5/31
Subject Line:
Give your Child
a Head Start
on Life
53
Paid Search Effort: Ad Groups & Ads
AD GROUPS
AD #1
AD #2
AD #3
AD #4
AD #5
AD #6
Best
Best Collegiate Schools
Chase Collegiate School promotes
multiculturalism in every respect.
chasecollegiate.org/History
Best Private Schools
Founded in 1865, Chase Collegiate
remains a top academic institution.
chasecollegiate.org/History
Chase Small Class Sizes
An academic private school in the
classic independent tradition.
ChaseCollegiate.org
Best Middle Schools
Foster scholars, artists & athletes
in student-centered environments.
ChaseCollegiate.org/MiddleSchool
Best Schools
Chase provides a first-rate
education, arts and athletics too.
chasecollegiate.org/Mission
Private Schools in CT
An academic private school in the
classic independent tradition.
chasecollegiate.org/Mission
Catholic (competitive)
Best Schools
Chase provides a first-rate
education, arts and athletics too.
chasecollegiate.org/Mission
Private Schools
Chase curriculum based on classic
ideals of a first-rate education.
ChaseCollegiate.org/Mission
Charter/Collegiate (competitive)
Chase Collegiate School
From Pre-K to High School, Chase
has the program for your child.
ChaseCollegiate.org
Chase Collegiate School
With fierce job market competition,
give your child the Chase edge.
ChaseCollegiate.org/CollegePrep
Chase Collegiate School
An academic private school in the
classic independent tradition.
ChaseCollegiate.org
Chase Private Schools
An academic private school in the
classic independent tradition.
ChaseCollegiate.org
Advanced Placement Programs
Relevant & rigorous curriculum
balanced with arts and athletics.
ChaseCollegiate.org/CollegePrep
Elementary School
Private Elementary School
Balanced literacy curriculum
provides the optimum foundation.
ChaseCollegiate.org/LowerSchool
Collegiate Grade School
Core academic subjects are
complimented with arts & sciences.
ChaseCollegiate.org/LowerSchool
Best Elementary Schools
Balanced literacy curriculum
providing the optimum foundation.
ChaseCollegiate.org/LowerSchool
Chase Lower School
Balanced literacy curriculum
provides the optimum foundation.
ChaseCollegiate.org/LowerSchool
High School
Private High School
Foster scholars, artists & athletes
in student-centered environment.
chasecollegiate.org/UpperSchool
Collegiate High School
Confidence, Courage, Compassion.
Surround your child for success.
ChaseCollegiate.org/UpperSchool
College Prep High School
Relevant & rigorous curriculum
balanced with arts and athletics.
ChaseCollegiate.org/CollegePrep
Best Private High Schools
Foster scholars, artists & athletes
in student-centered environment.
chasecollegiate.org/UpperSchool
Chase Upper School
Foster scholars, artists & athletes
in student-centered environment.
chasecollegiate.org/UpperSchool
Middle School
Private Middle School
Dynamic learning experience,
small classes, talented staff.
ChaseCollegiate.org/MiddleSchool
Collegiate Middle School
At Chase, teens emerge as confident
thinkers & enthusiastic learners.
ChaseCollegiate.org/MiddleSchool
Top Middle Schools
At Chase, teens emerge as confident
thinkers & enthusiastic learners.
ChaseCollegiate.org/MiddleSchool
Pre-K
Preschool at Chase
Children learn so much while they
have fun playing with friends.
ChaseCollegiate.org/PreK
Prekindergarten Program
At Chase, children learn while they
have fun playing & making friends.
ChaseCollegiate.org/PreK
Prekindergarten at Chase
Children develop academic and
social skills + have fun playing!
ChaseCollegiate.org/PreK
Chase Private Pre School
At Chase, children learn while they
have fun playing & making friends.
ChaseCollegiate.org/PreK
Early Childhood Education
Children develop academic and
social skills + have fun playing!
ChaseCollegiate.org/PreK
Sports
Sports Camps & Clinics
One to four-week sessions with one
on one instruction. Jul 2 - Aug 10.
ChaseCollegiate.org/Sports
Summer Sports Camp/Clinic
A clinic for every girl and boy at
Chase. Gets kids off and running!
ChaseCollegiate.org/Sports
Soccer Camps
One to four-week sessions with one
on one instruction. Jul 2 - Aug 10.
ChaseCollegiate.org/Sports
Chase Tennis Camps
One to four-week sessions with one
on one instruction. Jul 2 - Aug 10.
ChaseCollegiate.org/Sports
Chase Wrestling Camps
One to four-week sessions with one
on one instruction. Jul 2 - Aug 10.
ChaseCollegiate.org/Sports
Summer Academics
Specialty Summer Camps
From academics to arts, Chase has a
Summer Studies & Enrichment
From academics to arts, Chase has
Chase Summer Academics
From academics to arts, Chase has
specialty camp for your child.
ChaseCollegiate.org/Specialty
the camp for your child, 7/2-8/10.
ChaseCollegiate.org/Summer
the camp for your child, 7/2-8/10.
ChaseCollegiate.org/Summer
Summer Arts Enrichment
From performing to visual arts, Chase
has the program for your child 7/28/10.
ChaseCollegiate.org/Specialty
Chase Open House
Join us April 15th from 1:00-3:00pm
Register today. Space is limited!
ChaseCollegiate.org/Register
Chase Open House
Spend Sunday at Our House!
Join us April 15th from 1:00-3:00pm
ChaseCollegiate.org/Register
new keywords as of 3.28.12
Chase Open House ads added to each ad group from 4.13 - 4.15.12
as of 4/15, all Quality Scores greater than 3 out of 10
Chase Basketball Camps
One to four-week sessions with one
on one instruction. Jul 2 - Aug 10.
ChaseCollegiate.org/Sports
54
Paid Search Effort: Added Value Ad Groups & Ads
AD GROUPS
Best
AD #1
Chase Small Class Sizes
An academic private school in the
classic independent tradition.
ChaseCollegiate.org
AD #2
Chase Collegiate School
From Pre-K to High School, Chase
has the program for your child.
ChaseCollegiate.org
AD #3
Chase Collegiate School
An academic private school in the
classic independent tradition.
ChaseCollegiate.org
AD #4
Best Middle Schools
Foster scholars, artists & athletes
in student-centered environments.
ChaseCollegiate.org/MiddleSchool
Catholic (competitive)
Chase Small Class Sizes
An academic private school in the
classic independent tradition.
ChaseCollegiate.org
Chase Collegiate School
From Pre-K to High School, Chase
has the program for your child.
ChaseCollegiate.org
Chase Collegiate School
An academic private school in the
classic independent tradition.
chasecollegiate.org/Mission
Charter/Collegiate (competitive)
Chase Collegiate School
An academic private school in the
classic independent tradition.
ChaseCollegiate.org
Chase Collegiate School
From Pre-K to High School, Chase
has the program for your child.
ChaseCollegiate.org
Chase Collegiate School
With fierce job market competition,
give your child the Chase edge.
ChaseCollegiate.org/CollegePrep
Chase Private Schools
An academic private school in the
classic independent tradition.
ChaseCollegiate.org
Elementary School
Chase Small Class Sizes
An academic private school in the
classic independent tradition.
ChaseCollegiate.org/LowerSchool
Chase Elementary School
An academic private school in the
classic independent tradition.
ChaseCollegiate.org/LowerSchool
Chase Elementary School
From Pre-K to High School, Chase
has the program for your child.
ChaseCollegiate.org/LowerSchool
Chase Elementary School
A quality primary school sets
your child's foundation for life.
ChaseCollegiate.org/LowerSchool
High School
Chase High School
An academic private school in the
classic independent tradition.
chasecollegiate.org/UpperSchool
Chase College Prep
An academic private school in the
classic independent tradition.
ChaseCollegiate.org/CollegePrep
Chase Upper School
Foster scholars, artists & athletes
in student-centered environment.
chasecollegiate.org/UpperSchool
Middle School
Private Middle Schools
From Pre-K to High School, Chase
has the program for your child.
ChaseCollegiate.org/MiddleSchool
Top Middle Schools
At Chase, teens emerge as confident
thinkers & enthusiastic learners.
ChaseCollegiate.org/MiddleSchool
Chase Middle School
An academic private school in the
classic independent tradition.
ChaseCollegiate.org/MiddleSchool
Pre-K
Chase Private Pre School
At Chase, children learn while they
have fun playing & making friends.
ChaseCollegiate.org/PreK
Preschool at Chase
Children learn so much while they
have fun playing with friends.
ChaseCollegiate.org/PreK
Sports
Sports Camps & Clinics
One to four-week sessions with one
on one instruction. Jul 2 - Aug 10.
ChaseCollegiate.org/Sports
Summer Sports Camp/Clinic
A clinic for every girl and boy at
Chase. Gets kids off and running!
ChaseCollegiate.org/Sports
Summer Academics
Specialty Summer Camps
From academics to arts, Chase has a
specialty camp for your child.
ChaseCollegiate.org/Specialty
Chase Summer Academics
From academics to arts, Chase has
the camp for your child, 7/2-8/10.
ChaseCollegiate.org/Summer
AD #5
Private Schools in CT
An academic private school in the
classic independent tradition.
chasecollegiate.org/Mission
Best Middle Schools
Foster scholars, artists & athletes
in student-centered environments.
ChaseCollegiate.org/MiddleSchool
Summer Arts Enrichment
Chase K-12 performing and visual
arts program openings Jul 2-Aug 10.
ChaseCollegiate.org/Specialty
55
Display Effort: Original Campaign Ads
Original Campaign Ads
Revised Campaign Ads
56
Display Effort: Added Value Campaign Ads
Xinc Rev4.24
Six sizes: 160x600, 120x600, 336x280,
300x250, 468x60, 728x90
CTA Graphics
Six sizes: 160x600, 120x600,
336x280, 300x250, 468x60, 728x90
CTA
Four sizes: 160x600, 120x600,
336x280, 300x250
http://adwords.google.com/da/b/dabAdPreview?
destinationUrl=http://www.chasecollegiate.org/pa
ge.cfm?p%3D158&height=250&irsKey=866355277
958479872&isExpandable=false&outputFormat=F
LASH&templateId=110&visibleUrl=ChaseCollegiate
.org&width=300&sig=ACiVB_xOICPMzzWhRHDIbdl
u6PEEKaMH1A
http://adwords.google.com/da/b/dabAdPreview
?destinationUrl=http://www.chasecollegiate.org/
page.cfm?p%3D158&height=280&irsKey=5972215620668751872&isExpandable=false&ou
tputFormat=FLASH&templateId=110&visibleUrl=
ChaseCollegiate.org&width=336&sig=ACiVB_yLM
vOLzuVwcg0mAn8IJ-VjKjA02A
http://adwords.google.com/da/b/dabAdPreview?des
tinationUrl=http://www.chasecollegiate.org/page.cf
m?p%3D158&height=280&irsKey=6606343558825771008&isExpandable=false&output
Format=FLASH&templateId=110&visibleUrl=ChaseCol
legiate.org&width=336&sig=ACiVB_w1_JU4qOa94Md
x4rB1oI9_Jsj3fg
57
Chasecollegiate.org Website Snapshot
April Snapshot not available as of 6.13.12. Suspect delayed until November 2012.
58
Chasecollegiate.org Website Visitor Composition
59
Partial Search Engine List
Technorati
Book Search
Enterprise
60
Detailed Keywords – Core Campaign Page 1 of 3
Campaign
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Ad group
Catholic (competitive)
Catholic (competitive)
Catholic (competitive)
Catholic (competitive)
Best
Best
Best
Best
Best
Best
Best
Charter/Collegiate (Competitive)
Charter/Collegiate (Competitive)
Charter/Collegiate (Competitive)
Charter/Collegiate (Competitive)
Charter/Collegiate (Competitive)
Charter/Collegiate (Competitive)
Charter/Collegiate (Competitive)
Charter/Collegiate (Competitive)
Charter/Collegiate (Competitive)
Charter/Collegiate (Competitive)
Charter/Collegiate (Competitive)
Charter/Collegiate (Competitive)
Charter/Collegiate (Competitive)
Charter/Collegiate (Competitive)
Charter/Collegiate (Competitive)
Summer Academics
Summer Academics
Summer Academics
Summer Academics
Summer Academics
Summer Academics
Summer Academics
Clicks
17
1
1
4
32
0
39
2
3
17
0
0
18
9
0
0
172
5
0
0
0
0
0
5
1
1
87
1
3
1
5
2
1
Impression
s
CTR
4341
0.39%
234
0.43%
226
0.44%
157
2.55%
2114
1.51%
15
0.00%
1763
2.21%
101
1.98%
569
0.53%
2857
0.60%
7
0.00%
324
0.00%
5400
0.33%
2881
0.31%
18
0.00%
171
0.00%
1719
10.01%
637
0.78%
67
0.00%
66
0.00%
3
0.00%
35
0.00%
1
0.00%
461
1.08%
99
1.01%
177
0.56%
10236
0.85%
577
0.17%
212
1.42%
78
1.28%
1389
0.36%
409
0.49%
401
0.25%
Avg.
position
2.52
2.08
2.15
2.13
2.54
3
2.1
1.39
3.64
2.33
2.43
1.87
3
2.76
3.06
2.68
1.31
2.65
2.91
2.26
3.67
2.26
2
1.5
2.66
2.49
3.81
5.71
5.85
5.18
5.54
3.89
4.89
Quality
score
3
3
3
3
3
4
3
3
3
3
4
3
3
3
3
3
5
3
4
3
3
3
3
3
3
3
3
3
3
3
3
4
4
61
Detailed Keywords – Core Campaign Page 2 of 3
Campaign
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Ad group
Sports
Sports
Sports
Sports
Sports
Sports
Sports
Sports
Sports
Sports
Pre-K
Pre-K
Pre-K
Pre-K
Pre-K
Pre-K
Pre-K
Pre-K
Pre-K
Pre-K
Pre-K
Pre-K
Pre-K
Pre-K
Pre-K
Pre-K
Pre-K
Pre-K
Pre-K
Pre-K
Pre-K
Pre-K
Pre-K
Pre-K
Pre-K
Pre-K
Pre-K
Pre-K
Clicks
57
11
2
0
3
0
0
0
3
0
153
8
2
9
0
0
0
0
5
1
0
3
2
1
2
6
1
5
1
9
1
0
2
1
0
0
0
1
Impressio
ns
4025
2513
39
552
720
9
8
1
453
108
69958
935
383
1616
41
36
31
68
277
306
326
965
189
78
478
966
55
826
27
1450
136
39
46
66
5
78
12
129
CTR
1.42%
0.44%
5.13%
0.00%
0.42%
0.00%
0.00%
0.00%
0.66%
0.00%
0.22%
0.86%
0.52%
0.56%
0.00%
0.00%
0.00%
0.00%
1.81%
0.33%
0.00%
0.31%
1.06%
1.28%
0.42%
0.62%
1.82%
0.61%
3.70%
0.62%
0.74%
0.00%
4.35%
1.52%
0.00%
0.00%
0.00%
0.78%
Avg.
position
2.84
3.32
3.23
2.62
2.46
6.44
5
1
2.72
1.94
4.33
4.18
3.58
3.53
4.49
4.86
4.58
3.87
4.7
2.44
2.27
3.55
4.99
5.68
4.64
4
2.09
3.76
5.26
4.43
2.28
3.15
3.67
2.86
2
2.78
2.25
3.93
Quality
score
4
3
4
3
3
3
4
4
4
3
3
4
4
3
3
4
4
4
4
3
3
4
4
3
3
4
4
3
3
3
3
3
3
3
3
3
3
3
62
Detailed Keywords – Core Campaign Page 3 of 3
Campaign
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Chase Collegiate Paid Search
Total Chase Collegiate Paid Search
Ad group
Elementary School
Elementary School
Elementary School
Elementary School
Elementary School
Elementary School
Elementary School
Elementary School
Elementary School
Elementary School
Elementary School
Elementary School
Elementary School
Elementary School
Elementary School
Elementary School
Middle School
Middle School
Middle School
Middle School
Middle School
Middle School
Middle School
Middle School
Middle School
High School
High School
High School
High School
High School
High School
Impressi
Clicks
ons
8
1132
1
416
9
1927
0
200
0
28
61
8902
5
971
1
187
9
688
0
12
4
420
0
1
3
215
21
3146
2
51
2
39
0
15
12
506
1
39
1
129
0
22
1
29
1
56
0
157
1
1222
75
4194
13
474
2
77
0
175
0
11
9
315
958 151451
Avg. Quality
CTR position score
0.71%
1.9
3
0.24% 2.11
3
0.47% 1.56
3
0.00% 2.38
3
0.00% 2.68
3
0.69% 1.37
3
0.51% 3.14
3
0.53% 3.19
3
1.31% 2.21
3
0.00% 4.17
3
0.95% 1.58
3
0.00%
1
3
1.40% 1.47
3
0.67% 2.64
3
3.92% 2.39
3
5.13% 2.08
3
0.00% 1.47
3
2.37% 2.05
3
2.56% 1.77
3
0.78% 2.53
3
0.00% 1.82
3
3.45% 1.62
5
1.79% 1.93
3
0.00% 2.24
3
0.08% 1.83
3
1.79% 2.19
3
2.74% 1.35
3
2.60% 1.58
5
0.00% 1.45
3
0.00% 1.91
3
2.86% 1.68
4
0.63% 3.49
3
63
Detailed Keywords – Added Value
Campaign
Ad Group
Chase Collegiate Paid Search Added Value
Best
Chase Collegiate Paid Search Added Value
Best
Chase Collegiate Paid Search Added Value
Best
Chase Collegiate Paid Search Added Value
Charter/Collegiate (Competitive)
Chase Collegiate Paid Search Added Value
Charter/Collegiate (Competitive)
Chase Collegiate Paid Search Added Value
Charter/Collegiate (Competitive)
Chase Collegiate Paid Search Added Value
Elementary School
Chase Collegiate Paid Search Added Value
Elementary School
Chase Collegiate Paid Search Added Value
Elementary School
Chase Collegiate Paid Search Added Value
Elementary School
Chase Collegiate Paid Search Added Value
Elementary School
Chase Collegiate Paid Search Added Value
Elementary School
Chase Collegiate Paid Search Added Value
High School
Chase Collegiate Paid Search Added Value
Middle School
Chase Collegiate Paid Search Added Value
Middle School
Chase Collegiate Paid Search Added Value
Middle School
Chase Collegiate Paid Search Added Value
Middle School
Chase Collegiate Paid Search Added Value
Pre-K
Chase Collegiate Paid Search Added Value
Pre-K
Chase Collegiate Paid Search Added Value
Pre-K
Chase Collegiate Paid Search Added Value
Pre-K
Chase Collegiate Paid Search Added Value
Pre-K
Chase Collegiate Paid Search Added Value
Pre-K
Chase Collegiate Paid Search Added Value
Pre-K
Chase Collegiate Paid Search Added Value
Pre-K
Chase Collegiate Paid Search Added Value
Pre-K
Chase Collegiate Paid Search Added Value
Pre-K
Chase Collegiate Paid Search Added Value
Pre-K
Chase Collegiate Paid Search Added Value
Pre-K
Chase Collegiate Paid Search Added Value
Sports
Chase Collegiate Paid Search Added Value
Summer Academics
Chase Collegiate Paid Search Added Value
Summer Academics
Total Chase Collegiate Paid Search Added Value
Clicks
Impressions
CTR
Avg.
Position
Quality
Score
190
2
8
35
0
1
0
0
1
0
4
13
6
7
5
0
7
22
3
10
3
0
0
0
6
0
10
2
1
17
294
0
647
10672
314
1767
3369
57
567
5
409
180
2
731
1103
551
426
602
72
520
6895
589
6820
2445
440
85
100
1780
13
2770
353
135
1446
36601
133
81952
1.78%
0.64%
0.45%
1.04%
0.00%
0.18%
0.00%
0.00%
0.56%
0.00%
0.55%
1.18%
1.09%
1.64%
0.83%
0.00%
1.35%
0.32%
0.51%
0.15%
0.12%
0.00%
0.00%
0.00%
0.34%
0.00%
0.36%
0.57%
0.74%
1.18%
0.80%
0.00%
0.79%
2.78
2.73
3.67
3.03
1.6
3.32
5.2
4.62
2.61
5.5
2.05
2.27
3.73
2.56
2.86
2.56
3.65
5.14
5.54
4.79
4.96
7.13
7.4
3.5
4.8
7.46
6.41
3.28
4.12
4.79
4.45
6.6
4.26
4
3
3
3
3
3
3
3
3
3
3
3
3
3
3
5
3
4
4
3
3
3
3
3
3
3
3
3
3
6
4
4
4
64
Display Effort: Ad Performance Detail Page 1 of 2
Ad report (Feb 20, 2012-Jun 3, 2012)
Campaign
Contextual
Contextual
Contextual
Contextual
Contextual
Contextual
Contextual
Contextual
Contextual
Contextual
Contextual
Contextual
Contextual
Contextual
Contextual
Contextual Added Value
Contextual Added Value
Contextual Added Value
Contextual Added Value
Contextual Added Value
Contextual Added Value
Contextual Added Value
Contextual Added Value
Contextual Added Value
Contextual Added Value
Contextual Added Value
Contextual Added Value
Contextual Added Value
Contextual Added Value
Contextual Added Value
Contextual Added Value
Contextual Added Value
Contextual Added Value
Ad
Open House Leaderboard
Open House Wide Skyscraper
Open House Rectangle
Open House Leaderboard2
Open House Leaderboard3
Open House Wide Skyscraper2
Open House Wide Skyscraper3
Open House Leaderboard4b
Open House Leaderboard5b
Open House Leaderboard6b
Open House Leaderboard7b
Open House Rectangle2b
Open House Rectangle3b
Open House Wide Skyscraper4
Open House Wide Skyscraper5
Xinc Rev4.24 Wide Skyscraper
Xinc Rev4.24 Skyscraper
Xinc Rev4.24 Large Rectangle
Xinc Rev4.24 Rectangle
Xinc Rev4.24 Sm Leaderboard
Xinc Rev4.24 Leaderboard
CTA Sm Leaderboard
CTA Leaderboard
CTA Large Rectangle
CTA Wide Skyscraper
CTA Rectangle
CTA Skyscraper
CTA Graphics Sm Leaderboard
CTA Graphics Leaderboard
CTA Graphics Rectangle
CTA Graphics Skyscraper
CTA Graphics Wide Skyscraper
CTA Graphics Large Rectangle
Destination URL
/page.cfm?p=1787
/page.cfm?p=1787
/page.cfm?p=1787
/page.cfm?p=1787
/page.cfm?p=1787
/page.cfm?p=1787
/page.cfm?p=1787
/page.cfm?p=1787
/page.cfm?p=1787
/page.cfm?p=1787
/page.cfm?p=1787
/page.cfm?p=1787
/page.cfm?p=1787
/page.cfm?p=1787
/page.cfm?p=1787
/page.cfm?p=158
/page.cfm?p=158
/page.cfm?p=158
/page.cfm?p=158
/page.cfm?p=158
/page.cfm?p=158
/page.cfm?p=158
/page.cfm?p=158
/page.cfm?p=158
/page.cfm?p=158
/page.cfm?p=158
/page.cfm?p=158
/page.cfm?p=158
/page.cfm?p=158
/page.cfm?p=158
/page.cfm?p=158
/page.cfm?p=158
/page.cfm?p=158
Messaging
April Open House
April Open House
April Open House
April Open House
April Open House
April Open House
April Open House
April Open House
April Open House
April Open House
April Open House
April Open House
April Open House
April Open House
April Open House
Contact Us
Contact Us
Contact Us
Contact Us
Contact Us
Contact Us
Contact Us CTA
Contact Us CTA
Contact Us CTA
Contact Us CTA
Contact Us CTA
Contact Us CTA
Contact Us CTA G
Contact Us CTA G
Contact Us CTA G
Contact Us CTA G
Contact Us CTA G
Contact Us CTA G
Ad Size
728 x 90
160 x 600
300 x 250
728 x 90
728 x 90
160 x 600
160 x 600
728 x 90
728 x 90
728 x 90
728 x 90
300 x 250
300 x 250
160 x 600
160 x 600
160 x 600
120 x 600
336 x 280
300 x 250
468 x 60
728 x 90
468 x 60
728 x 90
336 x 280
160 x 600
300 x 250
120 x 600
468 x 60
728 x 90
300 x 250
120 x 600
160 x 600
336 x 280
Clicks
136
143
728
187
854
20
126
156
151
147
22
72
175
51
15
3
0
3
12
2
6
2
57
31
45
21
3
1
7
143
2
9
4
Impressions
168,181
158,888
752,471
198,953
879,454
31,776
134,842
143,764
128,638
134,048
31,738
113,847
245,209
62,158
26,585
19,247
2,300
4,934
54,006
10,667
45,409
9,339
126,035
14,587
78,496
19,568
4,862
9,204
18,639
122,764
5,442
15,671
2,960
CTR
0.080%
0.090%
0.100%
0.090%
0.100%
0.060%
0.090%
0.110%
0.120%
0.110%
0.070%
0.060%
0.070%
0.080%
0.060%
0.020%
0.000%
0.060%
0.020%
0.020%
0.010%
0.020%
0.050%
0.210%
0.060%
0.110%
0.060%
0.010%
0.040%
0.120%
0.040%
0.060%
0.140%
65
Display Effort: Ad Performance Detail Page 2 of 2
Ad report (Feb 20, 2012-Jun 3, 2012)
Campaign
Remarketing Added Value
Remarketing Added Value
Remarketing Added Value
Remarketing Added Value
Remarketing Added Value
Remarketing Added Value
Remarketing Added Value
Remarketing Added Value
Remarketing Added Value
Remarketing Added Value
Remarketing Added Value
Remarketing Added Value
Remarketing Added Value
Remarketing Added Value
Remarketing Added Value
Remarketing Added Value
Remarketing Added Value
Remarketing Added Value
Remarketing
Remarketing
Remarketing
Remarketing
Remarketing
Remarketing
Remarketing
Remarketing
Remarketing
Remarketing
Remarketing
Remarketing
Remarketing
Remarketing
Remarketing
Remarketing
Remarketing
Remarketing
Remarketing
Remarketing
Remarketing
Contextual Subtotal
Remarketing Subtotal
Total*
Ad
Xinc Rev4.24 Wide Skyscraper
Xinc Rev4.24 Skyscraper
Xinc Rev4.24 Large Rectangle
Xinc Rev4.24 Rectangle
Xinc Rev4.24 Leaderboard
Xinc Rev4.24 Leaderboard
CTA Leaderboard
CTA Leaderboard
CTA Large Rectangle
CTA Wide Skyscraper
CTA Rectangle
CTA Skyscraper
CTA Graphics Large Rectangle
CTA Graphics Wide Skyscraper
CTA Graphics Skyscraper
CTA Graphics Rectangle
CTA Graphics Leaderboard
CTA Graphics Leaderboard
Open House Leaderboard
Open House Wide Skyscraper
Open House Rectangle
Open House Wide Skyscraper3
Open House Leaderboard2
Open House Leaderboard3
Open House Wide Skyscraper2
Open House Rectangle3
Open House Rectangle2
Open House Leaderboard7
Open House Leaderboard6
Open House Leaderboard5
Open House Leaderboard4
Open House Rectangle3b
Open House Rectangle2b
Open House Leaderboard7b
Open House Leaderboard6b
Open House Leaderboard5b
Open House Leaderboard4b
Open House Wide Skyscraper5
Open House Wide Skyscraper4
Destination URL
/page.cfm?p=158
/page.cfm?p=158
/page.cfm?p=158
/page.cfm?p=158
/page.cfm?p=158
/page.cfm?p=158
/page.cfm?p=158
/page.cfm?p=158
/page.cfm?p=158
/page.cfm?p=158
/page.cfm?p=158
/page.cfm?p=158
/page.cfm?p=158
/page.cfm?p=158
/page.cfm?p=158
/page.cfm?p=158
/page.cfm?p=158
/page.cfm?p=158
/page.cfm?p=1787
/page.cfm?p=1787
/page.cfm?p=1787
/page.cfm?p=1787
/page.cfm?p=1787
/page.cfm?p=1787
/page.cfm?p=1787
/page.cfm?p=1787
/page.cfm?p=1787
/page.cfm?p=1787
/page.cfm?p=1787
/page.cfm?p=1787
/page.cfm?p=1787
/page.cfm?p=1787
/page.cfm?p=1787
/page.cfm?p=1787
/page.cfm?p=1787
/page.cfm?p=1787
/page.cfm?p=1787
/page.cfm?p=1787
/page.cfm?p=1787
Messaging
Contact Us
Contact Us
Contact Us
Contact Us
Contact Us
Contact Us
Contact Us CTA
Contact Us CTA
Contact Us CTA
Contact Us CTA
Contact Us CTA
Contact Us CTA
Contact Us CTA G
Contact Us CTA G
Contact Us CTA G
Contact Us CTA G
Contact Us CTA G
Contact Us CTA G
April Open House
April Open House
April Open House
April Open House
April Open House
April Open House
April Open House
April Open House
April Open House
April Open House
April Open House
April Open House
April Open House
April Open House
April Open House
April Open House
April Open House
April Open House
April Open House
April Open House
April Open House
Ad Size
160 x 600
120 x 600
336 x 280
300 x 250
468 x 60
728 x 90
468 x 60
728 x 90
336 x 280
160 x 600
300 x 250
120 x 600
336 x 280
160 x 600
120 x 600
300 x 250
468 x 60
728 x 90
728 x 90
160 x 600
300 x 250
160 x 600
728 x 90
728 x 90
160 x 600
300 x 250
300 x 250
728 x 90
728 x 90
728 x 90
728 x 90
300 x 250
300 x 250
728 x 90
728 x 90
728 x 90
728 x 90
160 x 600
160 x 600
Clicks
2
0
8
10
10
35
0
5
3
22
29
0
6
1
0
52
0
18
10
15
103
24
16
59
13
4
4
6
1
2
2
102
32
44
46
1
46
37
11
3,334
779
4,113
Impressions
4,283
750
3,731
10,529
13,489
42,391
1,474
7,360
1,994
23,007
21,825
431
3,014
2,532
339
32,528
1,620
20,066
8,354
7,743
55,329
14,908
13,723
34,374
9,155
3,876
2,549
3,723
1,479
1,630
2,454
80,127
34,437
39,249
44,351
4,129
39,828
29,473
13,555
3,774,682
635,809
4,410,491
CTR
0.050%
0.000%
0.210%
0.090%
0.070%
0.080%
0.000%
0.070%
0.150%
0.100%
0.130%
0.000%
0.200%
0.040%
0.000%
0.160%
0.000%
0.090%
0.120%
0.190%
0.190%
0.160%
0.120%
0.170%
0.140%
0.100%
0.160%
0.160%
0.070%
0.120%
0.080%
0.130%
0.090%
0.110%
0.100%
0.020%
0.120%
0.130%
0.080%
0.088%
0.123%
0.093%
66