National University Creates a Best-in-Class Campaign With MNTN’s Creative-as-a-Subscription™

National University is a leading online higher education provider and San Diego’s largest private non-profit university. For over 50 years, they’ve been on a mission to break barriers in education and build a better future for their 41,000 students, 3,300 employees, and 200,000+ alumni worldwide.

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“MNTN has been an invaluable resource since our partnership began in 2021. Our investment in MNTN Performance TV, and now in Creative-as-a-Subscription™, has opened a new realm of opportunities for us creatively. We now have the ability to truly act within Performance Marketing, utilize real-time data, and pivot quickly. The additional creative variations allow for optimizations within our marketing strategy. This partnership has brought such a vital creative lens to our content and has grown stronger over time. Finding a creative team that understands us, and we trust, has allowed for future videos to be built within the same light while exploring new audiences and opportunities. It has helped us strike while the iron is hot, by driving down our CPA metrics, increasing our conversions, and improving our overall full-funnel strategy. ”

Amanda Bouvin
Director, Paid Media, National University, National University

Increased Overall Conversion Rate

Lower Cost Per Acquisition

Objective

Turn Awareness Into Action and Improve Strategic Flexibility with MNTN’s Creative-as-a-Subscription™

MNTN has been a staple in National University’s marketing mix since 2021. Their initial strategy consisted of one prospecting and one retargeting campaign, with the same creative used in all of their ads. In any given month, MNTN contributes to 10-16% of their overall lead volume. However, they wanted to find a way to diversify their creative to speak to their different audience personas, ultimately driving leads and improving their performance metrics.

Solutions

Creative-as-a-Subscription™, Prospecting, Retargeting

On the heels of the pandemic and with a recession looming, all economic indicators pointed to an increase in student enrollments and continued education boom. National University turned to MNTN as a strategic partner and extension of their creative and marketing team to help them focus on their varied audience segments with a more tailored creative approach. The ultimate goal: more audience engagement and increased enrollment.

MNTN’s Creative-as-a-Subscription (CaaS) service, which combines media buying and creative production to generate more creative and drive performance, was a key pillar in this strategy. National University signed up for the custom enterprise live action package, which gave them access to a dedicated creator to streamline their creative production, as well as two unique concepts and more than 15 ads per quarter. Their quarterly concepts were developed to include creative variations, each with different voiceovers, title treatments, talent, calls-to-action, etc., based on different value propositions tailored to in-market audiences. This provided consistent A/B testing opportunities, which would help the campaigns yield better performance over time.

The Results

More Conversions and Lower Cost Per Acquisition

Thanks to CaaS, National University increased their conversion rates and reduced the cost per acquisition of their audience segments. Their additional creative variations increased their overall conversion rate by almost 2.5X and lowered their cost per acquisition by over 50%. Using MNTN’s integration with Google Analytics to view overall marketing performance, National University also found that MNTN outperformed other marketing channels like Facebook, Bing, Instagram, TikTok, and LinkedIn on metrics including bounce rate, session duration, and page views.

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