University of Dayton

Paid Landing Page, Audience Targeting
Strategy and Design

As part of a portfolio-wide targeting strategy, we reworked our paid landing page strategy for the online MBA program at the University of Dayton. Three different pages were created and catered to three audience buckets: high, low and medium intent. The content of each page varies to speak more to each prospect and where they are in their interaction with us, and with the Dayton prospect marketing funnel.

The first comp below shows the page created for high intent audiences, with the following variations (desktop and mobile layouts) reading for low intent prospects.

High Intent – 1.png
Low Intent.png

Copywriting credit: Emily Newhook