PDA Marketing Plan

Project Design and Analysis launched in August of 2019 as the University of North Texas first project-based cohort degree. Freshmen who enter this program take all their classes with the same 30 students, their curriculum is combined through their core and advanced classes concluding in a project each semester. The problems the students work on are real-world problems that companies face every day. The students will also network and partner with companies to tackle a current problem, being able to present their solution and make connections with outside businesses. 

Our High Return on Investment time period for our target audience is the end of October through March. Most students have applied for college in this time period and have an idea of what program they want to apply for. We made sure to hit this window with 3 different advertising campaigns to maximize our reach. We did this through Awarity in Orange, Google search ads continuously, and YouTube Ads. 

To help reach our target audience we hired Awarity, a digital marketing vendor who serves ads to smart tv's and buys banner ads on websites. We geo-fenced specific zip codes of students who best match our target audience, and the schools they attend. Awarity was able to serve banner ads to student mobile devices while having similar ads retarget on smart tv apps like Hulu. We ended the Awarity campaign with over 1.4 million impressions and 449 clicks. 

From the marketing content on Project Design and Analysis' web page, we were able to select key words to tie back into the SEO. By funding the key words through google, Project Design and Analysis program website will be one of the top results when someone from our target audience is looking for a degree to set them above the rest.