Opportunity Scholarships of Nebraska
Opportunity Scholarships of Nebraska (OSN) is a state-approved scholarship-granting organization committed to providing access to high-quality education for everyone through private school tuition scholarships, regardless of their financial situation or zip code. When the Nebraska State Legislature passed the Opportunity Scholarships Act, OSN sought to connect with qualifying families while raising awareness and support for the program.
Problem
As a new name with almost no brand recognition, OSN faced a lack of awareness and engagement from both its target audience and the public. With a tight turnaround and no comprehensive way to find and retain qualified leads, they needed a strong integrated strategic plan to effectively connect with eligible families to maximize participation and support.
Approach
The goal was to create and execute a comprehensive lead capture campaign to generate 2,500 leads within a month by connecting parents with the opportunity to secure tuition scholarships for their children.
The campaign was built on a targeted media plan with an emphasis on CTV, engaging drip campaigns and both traditional and digital advertising. The team employed advanced attribution techniques to directly tie CTV ads to leads, determining that the ideal strategy was a combination of CTV to drive awareness and Meta platforms (Facebook and Instagram) to move prospects through the full funnel from awareness to conversion. This insight led OBI to reallocate funds toward these high-performing channels, optimizing the campaign in real-time.
Additionally, we found the best ways to use Meta’s lead generation ad units, which provided a remarkable 300% increase in leads compared to other Meta ad formats.
Results
In under two months, the campaign successfully generated over 4,000 leads, significantly surpassing the initial goal of 2,500. The video completion rate on Hulu was 98.6%, exceeding the industry benchmark of 82%. During the last stretch of the campaign, National School Choice Week, OSN captured 97 leads in just four days and reached a total of 89,305 unique users.
This campaign was also recognized as Chief Marketer’s Best Lead Generation Campaign in 2024, earning the title over fierce competitors from national brands.
Recognition
Our work was honored as a Chief Marketer 2024 Campaign of the Year, a prestigious award designed to recognize the most outstanding work across the marketing landscape, celebrating excellence in every aspect of the marketing mix, including international competitors like National Geographic, Amazon Prime, Verizon, HBO Max and American Express to set the standard of marketing brilliance.
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