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.