KSU’s DiscoverU program offers immersive summer camp experiences for rising high school students to explore career paths, build confidence, and experience campus life through hands-on learning activities. The program includes themed sessions in areas such as technology, healthcare, business, and creative pursuits, giving teens valuable real-world skill exposure and academic exploration opportunities. These offerings are part of KSU’s broader commitment to community education and youth engagement.

Despite the program’s quality and relevance, DiscoverU faced competitive challenges in the crowded summer camp marketplace. Awareness among target families in the regional Atlanta and greater Northwest Georgia area was moderate prior to our engagement, and enrollment growth was constrained by limited visibility and differentiated messaging in digital channels.

What Our Team Was Tasked With

The objective of the digital marketing campaign for DiscoverU was to increase awareness and drive registrations for the summer camp program during the peak enrollment period. Key goals included improving qualified traffic to the camp’s landing page and securing conversions (completed registrations/inquiries) at a cost-efficient level. With a modest budget of $7,300, the campaign needed to deliver measurable ROI and demonstrate sustainable acquisition metrics across a controlled digital spend.

Media Plan We Developed

To fulfill these objectives, we deployed an integrated digital strategy across three core channels: Google Ads, Meta (Facebook & Instagram), and site retargeting:

• Google Ads: We implemented targeted search campaigns focused on high-intent keywords relevant to summer camps, youth enrichment programs, and Kennesaw State University offerings. Ads were optimized for mobile and desktop with structured bidding to maximize conversion volume within the budget.
• Meta Campaigns: On Facebook and Instagram, we developed audience segments based on parents of high school students (grades 9–12), local community interests in education and enrichment, and lookalike audiences from prior registrants. Creative assets highlighted program benefits, campus experience, and key experiential elements to boost engagement.
• Retargeting: We deployed site retargeting across display and social to recapture users who visited the DiscoverU program page but did not convert. Persistent but non-intrusive reminders reinforced the value proposition and encouraged return visits with tailored messaging.

Creative messaging and landing page alignment emphasized DiscoverU’s hands-on learning, exploration of career interests, and early college experience—positioning the camp as a trusted choice for families seeking purposeful summer engagement for teens. Landing pages were optimized for conversion with clear calls-to-action and minimal friction in the registration flow.

Campaign Results

The campaign successfully drove measurable performance within budget, delivering:

• Total Spend: $7,300
• Cost per Conversion: $120

Across the campaign period, the integrated strategy generated a solid volume of qualified conversions at a consistent cost per acquisition, demonstrating effective targeting and creative resonance. Meta and site retargeting reinforced Google Search performance by maintaining visibility with high-intent prospects, reducing wasted spend and shortening the conversion cycle.

This outcome underscored that even a modest investment, when applied through a data-driven and audience-centric digital mix, can yield sustainable acquisition metrics for seasonal programs like DiscoverU. Beyond the cost efficiencies, the campaign enhanced DiscoverU’s regional presence, strengthened brand affinity with prospective families, and laid the groundwork for iterative optimization in future enrollment cycles.