Strategy results surpass international metrics
San Juan, Puerto Rico – The media department of Puerto Rico advertising agency Arteaga & Arteaga received accolades from Facebook Business and Instagram social platforms for the results from a campaign the agency developed for client Columbia Central University in the areas of digital strategy, knowledge of the classification of audiences and generation of leads. The campaign was distinguished as a “Success Story” on the social platform and was also recognized for its effectiveness in the use of Instagram.
“We carried out a campaign on the seizing and acquisition of leads through Facebook and its segmentation, personalized public and similar public tools, achieving our objectives in the specific regions designated in our campaign,” said Natalia Rodríguez, Director of The Media department at Arteaga & Arteaga. “We achieved a 71% increase in our prospects, an 80% increase in traffic for Columbia Central University (https://www.columbiacentral.edu/) and a 12% return on investment when compared with the leads obtained in 2016.”
Columbia Central University (CCU) is a private institution of higher education that offers Master’s Degree programs, Bachelor’s and Associate’s degrees in the fields of business administration, health, technology and applied arts. Likewise, they prepare nationally and internationally renowned professionals within their field. In addition, they have alliances with Microsoft, ISSA, Obsidis, CompTIA, Engine 4, Fortinet, among other well-known companies.
Rodríguez explained that efforts were focused on capturing and registering new students in the university courses through Facebook and Instagram, as well as Audience Network. The resources used for the campaign were ads in video format and images that highlighted the facilities on CCU campuses and the interaction of students with the institution’s faculty. In addition, Facebook’s Pixel tool was used to measure the conversations on CCU’s webpage to complete a retargeting for similar publics.
“With the recognition of Facebook Business, Arteaga & Arteaga’s media department demonstrates the experience, strength and knowledge of digital strategy that our team has,” Rodríguez said.
Arteaga & Arteaga, founded in 1984, is a local and independent advertising agency affiliated with the international group Dentsu Aegis Network, and currently serves more than 20 local and international clients. They have received numerous awards for their creative campaigns, public relations, strategies, digital and media campaigns. Previously, they have been recognized by the Cannes Lions Festival in France and other respected international competitions.
Ángel L. Quiñonez González, Vice President of Marketing & Communications at CCU, said the experience with the campaign surpassed the institution’s expectations with both conversations (turning prospects into leads) and reach.
“The return on investment has been extraordinary and our percentage of conversations is under the average cost by 1,200%,” Quiñones González said. “This outcome has helped us obtain increased brand recognition and results in inscriptions into the programs being promoted.”
On the other hand, Pablo Soto, Senior Vice President of Marketing & Admissions at CCU, added that “the leads, or potential students, who came through this campaign were of high quality, which means the campaign helped us achieve a large number of conversations by increasing our potential to enroll more students.”
“Undoubtedly, this strategy and digital implementation was a key element to achieve our objectives and maximize our communication through social platforms,” Soto said.
For more information about Arteaga & Arteaga visit www.arteaga.com or their social media platforms www.facebook.com/arteagaarteaga and Instagram @ArteagaArteaga.
