QUARTER ONE
MEDIA CHANNELS
To reach our target, we executed the following tactics:
● Traditional TV with a focus on reaching the target audience where possible
● Leveraged social media including Facebook and Instagram
● Purchased print ads in local magazines and email blasts with a counselor network
● Included billboard and out of home (OOH/DOOH) options that reach audience in high traffic areas
Q1 Spend: $357,510.90
September-November 2023
SOCIAL
Develop content and paid media strategy to support acquisition
TRADITIONAL
Billboards and print publications to build awareness
OVERVIEW
For over 16 years KIII-TV has supported student excellence with the 3 Star Student Program, Friday Night Blitz and Share Your Christmas and will once again continue the Coastal Bend’s tradition.
STRATEGY
● 3 Star Student
○ October 26, 2023-April 26, 2024
○ 3 News First Edition 6am-7am
● Share Your Christmas
○ December 1, 2023-December 15, 2023
○ TAMUK logo in news mention graphics (minimum 20x mentions)
○ Website banners & social media posts
○ $2,700 gift cards
● Friday Night Blitz
○ October 6, 2023-December 4, 2023
○ :30 spot segments
Q1 TV Spend: $24,955
○ Pre-recorded interview during the virtual telethon
○ :30 custom sponsor schedule TV spots (25x)
○ :15/:30 shared promotional spot tag (minimum 50x)
○ :15 shared thank you spot tag (minimum 20x)
○ Streaming ads (50,000 impressions)
○ :30 pre-roll & :15 promotional and sponsors digital spots (41,666 impressions)
1,239,501
TV Total Impressions
94,666
TV/Digital Total Impressions
3 Star Student Promo
KVEO Share Your Christmas Interview
Athletics :30 TAMUK Commercial on Friday Night Blitz
KVEO Food Drive Promo
SOCIAL MEDIA
OVERVIEW
Over three months, we reached the primary target audience on TAMUK’s social channels, Facebook and Instagram.
STRATEGY
English 100%
Preview Day: Sept 2023 & Oct 2023
Virtual College Fair: Oct-Nov 2023
Increase awareness of TAMUK throughout the South and lower Eastern coast of Texas:
● Serve Facebook and Instagram ads to prospective students by creating custom audience segments via video and static images
● Drive awareness of TAMUK as an institution and the Javelina
Preview Day and the Virtual College Fair
● Increase awareness of key dates, events, etc.
Preview Day - September
Virtual College Fair
Preview Day - October
OVERVIEW
Throughout September, October and November, various print publications were acquired to promote TAMUK, as well as the purchase of the US News & World Report Best Colleges
Social Mobility 2024 badge and the LINK digital email blast.
STRATEGY
English 100%
US News: 9/1/2023-8/31/2024 (Award Badge)
South Texas Community News: Nov 2023
● Video ad sponsorship during Bishop High School football highlight reel
TX Monthly: Jan 2024
● Texas College Guide: Full Page Ad - Dec 2023 Issue
● Learning Curve: Full Page Ad - Jan 2024 Issue
● Website Banners and Social Media
LINK For Counselor: Nov 2023
● Targeted Email Blast to 2,087 subscribers
● Run Date: 11/2/2023
Print Spend: $35,320
Social Mobility 2024 Award
Texas Monthly
OVERVIEW
Partnering with Lamar billboards allows us to reach our target audience as well as potentially students and families.
STRATEGY
English 100%
9/1/2023-8/30/2024 general awareness
Lamar Billboard Locations
Victoria, TX
Corpus Christi, TX
Alice, TX
Kingsville, TX
Laredo, TX
Hidalgo County, TX
OVERALL CAMPAIGN RESULTS
44,438,940 OOH Impressions Q1 OOH Spend: $286,235.90
Q1 METRICS & TIMELINE
● The Q1 campaign generated a total of 44,644,444 + impressions across all channels (includes complete listen throughs and complete view throughs)
● The Q1 campaign ended with a total of 13,993 interactions (clicks) across all channels
● The total print circulation was 223,069
● Television and radio brought in a total number of impressions at 1,334,167
FLOWCHART & TIMELINE
QUARTER TWO
MEDIA CHANNELS
To reach our target, we executed the following tactics:
● Traditional TV with a focus on reaching the target audience where possible
● Secured area-wide radio buys working with local radio stations
● Leveraged social media including Facebook and Instagram
● Incorporated Google Search (SEM) and digital banners
● Purchased print ads in local magazines and newspapers
● Include billboard and out of home (OOH/DOOH) options that include audience in high traffic areas
TV/VIDEO
Traditional, STV/OTT, YouTube/Pre-Roll
Q2 Spend: $78,927.25
December 2023-February 2024
RADIO
Traditional and Streaming to build awareness
SOCIAL
Develop content and paid media strategy to support acquisition
DIGITAL
SEM and banner ads to target prospects across their online devices
TRADITIONAL
Billboards, direct mail and print publications to build awareness
OVERVIEW
The TAMUK Athletics and General Awareness :30 commercials ran during the KIII Dallas Cowboy Blitz and KVEO prime time.
STRATEGY
● KIII-TV Dallas Cowboys Blitz
○ 3/9/2024-6/15/2024
○ Two :30 commercial spots during the Dallas Cowboys Blitz report show
○ Show airs on ABC every Saturday night at 10:30 pm CST
● KVEO
○ :30 spots during prime time TV
○ Total of 121 spots
● OTT/CTV Video
○ :30 TAMUK General Awareness video streamed in December through February/March
427,367 TV Impressions
153,382 OTT/CTV Impressions
73,600
191 OTT/CTV Clicks Reach (persons)
95,001 Views
Q2 TV/OTT Spend: $26,295
KIII - Cowboy Blitz TAMUK Promo
OTT/CTV Streaming General Awareness Video
KVEO - TAMUK Commercial promoting registration
OVERVIEW
We targeted the local community through bilingual English/Spanish language traditional radio stations "Wild 104” and “La Jefa 98.5”. Both stations serve the Lower Rio Grande Valley.
STRATEGY
English 60% & Spanish 40%
Flight Dates: 12/11/2023-02/29/2024
Radio Markets: MCALLEN-BROWNSVILLE-HARLINGEN
Total spots: 458
SOCIAL MEDIA
OVERVIEW
Over three months, we reached the primary target audience on TAMUK’s social channels, Facebook and Instagram.
STRATEGY
English 100%
Application Push: Dec 2023
School Visit Push: Dec 2023
January and February 2024 - General Awareness
Increase awareness of TAMUK throughout the South and lower Eastern coast of Texas:
● Serve Facebook and Instagram ads to prospective students by creating custom audience segments via video and static images
● Drive awareness of TAMUK as an institution, enrollment push, and school visits, as well as general awareness
● Increase awareness of key dates, events, etc.
Social Media Spend: $11,000
DIGITAL ADS
OVERVIEW
We used digital ads to target potential students through mobile devices and encourage them to learn more about TAMUK. Optimized for any environment, HTML5 for desktop, mobile web, or in app on smartphones and tablets.
STRATEGY
English 100%
12/1/2023-2/29/2024 general awareness
● Target audience online through behavioral, geographic, demographic, custom audience segments, and retargeting
● Use a mix of various sizes to further our reach
Digital Ad Spend: $3,000
DIGITAL ADS
Digital Display Banners
OVERVIEW
We placed search ads on major search engines (Google and Bing) in both English and Spanish to include keywords and phrases to promote TAMUK.
STRATEGY
English 50% & Spanish 50%
12/1/2023-2/29/2024 general awareness
● Generated website visits by pushing keywords targeting college bound students and to increase general awareness
● Tied in the highlighted undergraduate programs
● Used a combination of English and some Spanish keywords
SEM Spend: $3,500
OVERALL CAMPAIGN RESULTS
6,957
SMART SOLUTIONS
OVERVIEW
Through our partnership with the USA Today Network, we execute a 30-day campaign in April 2024 to include: one email and two email reminders sent to 20,000 email addresses. Supported by display ads, OTT/CTV video and direct mail postcards (10K) to those homes.
STRATEGY
English 100%
4/1/2024-4/30/2024 general awareness
● Curated opted-in email list of our targeted audience from USA Today first party data
● Targeted display ads were used to support the campaign by reaching our audience at their home address through their devices
● Integrate OTT (over-the-top) delivery of video content via the internet with any device and CTV (connected TV)
● 9x6” Direct mail piece to 10k households
OVERALL CAMPAIGN RESULTS 10,724 Email Impressions 1,393 Email Clicks
308,986 Digital Impressions 475 Digital Clicks
10,000 Direct Mail
SMART SOLUTIONS CREATIVE
Digital Display Banners
OVERVIEW
We used LinkedIn for brand building, expanding reach and gaining followers. LinkedIn offers sponsored content options that allow you to promote your brand's content directly in users' news feeds. Sponsored content blends in with organic content, increasing the likelihood of engagement and visibility.
STRATEGY
English 100%
2/15-3/15 General Awareness
● Tied in creative for undergraduate programs general awareness
● Targeted audience online through behavioral, geographic, demographic, custom audience segments, and retargeting
● Use of video format
Q2 LinkedIn Spend: $2,000
OVERVIEW
In December, January and February, through our partnerships with the community print publications, we have been able to establish a strong presence by appearing in trusted and widely-read local publications.
STRATEGY
English 100%
South Texas Community News: Jan-Feb 2024
● Sponsorship at local football games
● Jan 26th Bishop vs Robstown
● Jan 30th Rivera Kaufer vs Freer
● Feb 2nd H.M. King vs Tuloso-Midway
● Feb 6th Bishop vs Tuloso-Midway
● Feb 20th Bishop Lady Badgers
Laredo Morning Times: Jan-Feb 2024
● 1 half page in full color (run date 1/28)
● 1 full page ad (run date 3/24)
LAW Publications:
● Inside back space full color ad
Q2 Print Spend: $3,839
OVERALL CAMPAIGN RESULTS
5,234 Print Circulation
Laredo Morning Times Print Ads
South Texas Community News General Awareness Video
OVERVIEW
Partnering with Lamar billboards allows us to reach our target audience as well as potentially students and families.
STRATEGY
English 100%
9/1/2023-8/30/2024 general awareness
Lamar Billboard Locations
Victoria, TX
Corpus Christi, TX
Alice, TX
Kingsville, TX
Laredo, TX
Hidalgo County, TX
OVERALL CAMPAIGN RESULTS
44,438,940 OOH Impressions
Q2 METRICS & TIMELINE
● The Q2 campaign generated a total of 2,802,149 + impressions across all channels (includes complete listen throughs and complete view throughs)
● The Q2 campaign ended with a total of 25,448 interactions (clicks) across all channels
● The total print circulation 5,234
● Television and radio brought in a total number of impressions at 1,275,750
● The TV brought in more impressions than radio at 749,350
FLOWCHART & TIMELINE
QUARTER THREE
MEDIA CHANNELS
To reach our target, we executed the following tactics:
● Traditional TV with a focus on reaching the target audience where possible
● Secured area-wide radio buys working with local radio stations
● Leveraged social media including Facebook and Instagram
● Incorporated Google Search (SEM) and digital banners
● Purchased print ads in local magazines and newspapers
● Include billboard and out of home (OOH/DOOH) options
Q3 Spend: $68,617
March-May 2024
TV/VIDEO
Traditional, STV/OTT, YouTube/Pre-Roll
RADIO
Traditional and Streaming to build awareness
SOCIAL
Develop content and paid media strategy to support acquisition
DIGITAL
SEM and banner ads to target prospects across their online devices
TRADITIONAL
Billboards, direct mail and print publications to build awareness
OVERVIEW
The TAMUK General Awareness :30 commercial ran during the KIII 3 Star Teacher promotion
STRATEGY
● KIII-TV 3 Star Teacher
○ 3/14/2024-4/25/2024
○ 3 News First Edition, Thursdays 6am-7am
○ Website banners & social media posts
○ $700 gift cards
Q3 TV Spend: $3,955
OVERALL CAMPAIGN RESULTS
46,655 TV Impressions
KIII 3 Star Teacher Promo
OVERVIEW
Target the local community through bilingual English/Spanish language traditional radio stations "Wild 104” and “La Jefa 98.5”. Both stations serve the Lower Rio Grande Valley.
STRATEGY
English 60% & Spanish 40%
Flight Dates: 03/01/2024-05/31/2024
Radio Markets: MCALLEN-BROWNSVILLE-HARLINGEN
OVERVIEW
Target the local community through bilingual English/Spanish language traditional radio stations "K99”, Z95”, ‘The Beach 96.5”, and “KSAB Tejano 99.9”. All stations serve the Coastal Bend.
STRATEGY
English 60% & Spanish 40%
Flight Dates: 03/01/2024-05/31/2024
Radio Markets: CORPUS CHRISTI
SOCIAL MEDIA
OVERVIEW
Over three months, we reached the primary target audience on TAMUK’s social channels, Facebook and Instagram.
STRATEGY
English 100%
March - General Awareness and FAFSA
April
May - General Awareness
Increase awareness of TAMUK throughout the South and lower Eastern coast of Texas:
● Serve Facebook and Instagram ads to prospective students by creating custom audience segments via video and static images
● Drive awareness of TAMUK as an institution, enrollment push, and FAFSA, as well as general awareness
Q3 Social Media Spend: $9,000
March General Awareness Post
March FAFSA Post
April-May General Awareness Posts
DIGITAL ADS
OVERVIEW
We used digital ads to target potential students through mobile devices and encourage them to learn more about TAMUK. Optimized for any environment, HTML5 for desktop, mobile web, or in app on smartphones and tablets.
STRATEGY
English 100%
3/5/2024-5/31/2024 general awareness
● Target audience online through behavioral, geographic, demographic, custom audience segments, and retargeting
● Use a mix of various sizes to further our reach ○ 300x250 ○ 320x600 ○ 300x50 ○ 728x90 ○ 160x600
Q3 Digital Ad Spend: $5,130
DIGITAL ADS
Digital Display Banners
OVERVIEW
We placed search ads on major search engines (Google and Bing) in both English and Spanish to include keywords and phrases to promote TAMUK.
STRATEGY
English 50% & Spanish 50%
3/5/2024-5/31/2024 general awareness
● Generated website visits by pushing keywords targeting college bound students
● Tied in the highlighted undergraduate programs
● Used a combination of English and some Spanish keywords
OVERALL CAMPAIGN RESULTS
6,885
OVERVIEW
During the final months of school and the graduation time frame, TAMUK showed support for the local community, by publishing graduation ads in local media outlets.
STRATEGY
English 100%
Laredo Morning Times: 5/20/2024
● Graduate Insert - Half page ad
The Brownsville Herald: 5/13/2024
● Graduation Issue - Full page ad
Valley Morning Star: 5/13/2024
● Graduation Issue - Full page ad
Kingsville Record: 5/20/2024
● Graduation Special Section - 1/2 page color ad
● Explore Kingsville Magazine - Full page color ad
Alice Echo-News Journal: 6/24/2024
● Winners Edition June Best of Content - Full page ad
Q3 Print Spend: $5,643
OVERALL CAMPAIGN RESULTS
31,217
Print Circulation
Alice Echo-News Journal Print Ad
Kingsville Record Print Ads
Laredo Morning Times Print Ad
Brownsville Herald & Valley Morning Star Print Ads
OVERVIEW
Corpus Christi scoreboard packages through School Revenue Partners (Association Revenue Partners) allows companies to be present at all district sporting events, including football, baseball and softball.
STRATEGY
English 100%
7/1/2024-7/1/2025 general awareness
Scoreboard Ad: 1280x720px
Static Ad: 1280x640px
Bench Ad: 60” x 12”
Q3 OOH Spend: $4,000
OVERVIEW
Rivet offers exclusive access to campuses across the country, using unique media tactics to inspire action. As a continuation from the previous year, 2 Del Mar College kiosks were secured for FY25.
STRATEGY
English 100%
7/17/2024-8/30/2025 general awareness
Del Mar College, College Kiosks
Two kiosks 26" x 50"
Q3 OOH Spend: $13,212
OVERVIEW
Partnering with Lamar billboards allows us to reach our target audience as well as potentially students and families.
STRATEGY
English 100%
9/1/2023-8/30/2024 general awareness
Lamar Billboard Locations
Victoria, TX
Corpus Christi, TX
Alice, TX
Kingsville, TX
Laredo, TX
Hidalgo County, TX
OVERALL CAMPAIGN RESULTS
44,438,940 OOH Impressions
Q3 METRICS & TIMELINE
● The Q3 campaign generated a total of 46,351,412+ impressions across all channels (includes complete listen throughs and complete view throughs)
● The Q3 campaign ended with a total of 23,971 interactions (clicks) across all channels
● The total print circulation 31,217
● Television and radio brought in a total number of impressions at 642,655
FLOWCHART & TIMELINE
QUARTER FOUR
MEDIA CHANNELS
To reach our target, we executed the following tactics:
● Traditional TV with a focus on reaching the target audience where possible
● Secured area-wide radio buys working with local radio stations
● Leveraged social media including Facebook and Instagram
● Incorporated Google Search (SEM) and digital banners
● Purchased print ads in local magazines and newspapers
● Include billboard and out of home (OOH/DOOH) options
Q4 Spend: $18,900
June-August 2024
Traditional, STV/OTT, YouTube/Pre-Roll
SOCIAL
Develop content and paid media strategy to support acquisition
DIGITAL
SEM to target prospects across their online devices
Print publications to build awareness TV/VIDEO
OVERVIEW
The TAMUK General Awareness :30 commercial ran during the KVEO NBC 23 promotion
STRATEGY
● KVEO NBC 23
○ Dog Walk Forecast
■ 2x per day (10x per week)
○ :05 Sponsor Billboard
■ 2x per day (10x per week)
○ Logo on Morning News Tracker
■ Each day Monday-Friday
OVERALL CAMPAIGN RESULTS
Q4 TV Spend: $4,500
147,000
TV Impressions
77,991
Net Reach
SOCIAL MEDIA
OVERVIEW
Over three months, we reached the primary target audience on TAMUK’s social channels, Facebook and Instagram.
STRATEGY
English 100%
6/1/2024-8/31/2024 - General Awareness
Increase awareness of TAMUK throughout the South and lower Eastern coast of Texas:
● Serve Facebook and Instagram ads to prospective students by creating custom audience segments via video and static images
● Drive awareness of TAMUK as an institution, enrollment push, and FAFSA, as well as general awareness
Social Media Spend: $4,550
OVERVIEW
We placed search ads on major search engines (Google and Bing) in both English and Spanish to include keywords and phrases to promote TAMUK.
STRATEGY
English 100%
6/1/2024-8/31/2024 - General Awareness
● Generated website visits by pushing keywords targeting college bound students
● Tied in the highlighted undergraduate programs
● Used a combination of English and some Spanish keywords
Q4 SEM Spend: $5,200
OVERALL CAMPAIGN RESULTS
OVERVIEW
During the final months of school and the graduation time frame, TAMUK showed support for the local community, by publishing graduation ads in local media outlets.
STRATEGY
English 100%
Coastal Bend Channels: 6/1/2024
● Half page ad - June Edition
Laredo Morning Times: 8/18/2024
● Full page ad
● Annual High School Football Preview
Victoria Advocate: 8/21/2024
● Full page print ad
● Posts on social media and email blasts
● Gift card
The Kingsville Record 8/29/2024
● Full page ad in Football Preview section
Print Spend: $4,650
Laredo Morning Times Ad
The Kingsville Record Ad
Victoria Advocate Ad Coastal Bend Channels Ad
OVERVIEW
Corpus Christi scoreboard packages through School Revenue Partners (Association Revenue Partners) allows companies to be present at all district sporting events, including football, baseball and softball.
STRATEGY
English 100%
7/1/2024-7/1/2025 general awareness
Scoreboard Ad: 1280x720px
Static Ad: 1280x640px
Bench Ad: 60” x 12”
Q3 OOH Spend: $4,000
OVERALL CAMPAIGN RESULTS
9,000
OOH Impressions Per Quarter
OVERVIEW
Rivet offers exclusive access to campuses across the country, using unique media tactics to inspire action. As a continuation from the previous year, 2 Del Mar College kiosks were secured for FY25.
STRATEGY
English 100%
7/17/2024-8/30/2025 general awareness
Del Mar College, College Kiosks
Two kiosks 26" x 50"
Q3 OOH Spend: $13,212 OVERALL CAMPAIGN RESULTS
OVERVIEW
Partnering with Lamar billboards allows us to reach our target audience as well as potentially students and families.
STRATEGY
English 100%
9/1/2023-8/30/2024 general awareness
Lamar Billboard Locations
Victoria, TX
Corpus Christi, TX
Alice, TX
Kingsville, TX
Laredo, TX
Hidalgo County, TX
OVERALL CAMPAIGN RESULTS
44,438,940 OOH Impressions
Q4 METRICS & TIMELINE
● The Q4 campaign generated a total of 44,895,431+ impressions across all channels (includes complete listen throughs and complete view throughs)
● The Q4 campaign ended with a total of 12,012 interactions (clicks) across all channels
● The total print circulation 19,534
● Television brought in a total number of impressions at 224,991
FLOWCHART & TIMELINE
FY24 METRICS
● The FY24 media campaign generated a total of 183,132,376 + impressions across all channels (includes complete listen throughs and complete view throughs)
● The FY24 campaign ended with a total of 75,424 interactions (clicks) across all channels
● The total print circulation 279,054
● Television and radio brought in a total number of impressions at 3,477,563
● Q1 media generated the most impressions at 5,623,884
READY TO GET STARTED
