Orange142’s Driving Program Awareness and Leads: University of Georgia Online Case Study

By: Wesley Rupar | Categories:Case Studies

The objective of the University of Georgia Online campaign was to drive program awareness and generate leads for select programs offered by the university’s online arm. The campaign targeted specific demographics and psychographics to create program-based personas and effectively promote the university’s diverse master’s programs and graduate certificates.

“Our goal was to showcase the high-quality online programs offered by the University of Georgia and attract qualified leads. Strategic targeting and personalized messaging are aimed at engaging prospective students and providing them with valuable information about our diverse range of online graduate programs.”
Martha Dennis, Online Learning Marketing and Communications, University of Georgia Online.

The campaign developed program-based personas using demographics and psychographics.

This allowed for personalized messaging across various marketing channels:

  • Program Persona Development

Extensive research was conducted to identify each program’s key demographics and psychographics. This information created program-based personas, allowing for more targeted and personalized marketing efforts.

  • Paid Social Media Marketing

Social media platforms were leveraged to reach and engage the target audience. Highly targeted ads were created and displayed on platforms like Facebook and Instagram, focusing on each program’s persona’s specific interests and characteristics.

  • In-Need Targeting

The campaign used in-need targeting to identify individuals actively searching for higher education opportunities by analyzing data and user behavior. This approach allowed the drive to reach individuals seeking relevant programs, increasing the chances of generating qualified leads.

  • PPC (Pay-Per-Click) Advertising

Paid search advertising was implemented to capture individuals searching for specific program-related keywords. This strategy is aimed at increasing the visibility of the University of Georgia’s online programs in search engine results and direct interested individuals to the designated landing pages.

  • Display Advertising

Display ads were placed on relevant websites and online platforms to increase program awareness further. These ads were designed to catch the target audience’s attention and drive traffic to the campaign’s landing pages.

  • Website Retargeting

Retargeting techniques were employed to reach individuals who had previously shown interest in the University of Georgia’s online programs. By serving personalized ads to these prospects across various websites, the campaign aimed to increase brand recall and encourage prospects to revisit the designated landing pages.


  • Nearly 5 million impressions were served.
  • Over 59,000 qualified clicks to the landing page.
  • Generated about 4,200 qualified leads in the 2023 academic year.
  • UGA Online experienced a 23.8% increase in leads in 2023 and a 45% increase in applications for enrollment.


The University of Georgia Online campaign effectively utilized targeted marketing tactics to raise program awareness and attract qualified leads. The campaign successfully reached the intended audience and generated substantial leads by leveraging paid social media marketing, in-need targeting, PPC, display advertising, and website retargeting.

Download the Case Study

Read the article by CampaignUS – Case Study: How UGA Online and Orange142 boosted graduate applications amid wide-spread burnout