Free Online Ad Targeting at Thunderbird Case Study Solution | Assignment Help

MBA Staff Writer
Written by Gary F. Smith
Publish Date: 2024-12-03

Harvard Case - Online Ad Targeting at Thunderbird

"Online Ad Targeting at Thunderbird" Harvard business case study is written by John Zerio, Arvind Deshmukh. It deals with the challenges in the field of Marketing. The case study is 13 page(s) long and it was first published on : Dec 29, 2012

At Fern Fort University, we recommend Thunderbird implement a multi-pronged approach to online ad targeting, focusing on personalized messaging, data-driven optimization, and a robust customer relationship management system. This strategy will leverage Thunderbird's brand equity, enhance student recruitment, and drive long-term growth.

2. Background

Thunderbird School of Global Management, a renowned institution for international business education, faces a challenge: attracting a diverse and qualified student body in a competitive market. The case study explores Thunderbird's decision to invest in online advertising to reach potential students, specifically focusing on the effectiveness of targeted advertising campaigns.

The main protagonists are:

  • Thunderbird's Marketing Team: Responsible for developing and executing the online advertising strategy.
  • Potential Students: The target audience for Thunderbird's marketing efforts.
  • Online Advertising Platforms: The platforms used to deliver targeted ads, such as Google Ads and Facebook Ads.

3. Analysis of the Case Study

This case presents a classic example of how digital marketing can be leveraged for customer segmentation, targeting, and positioning (STP). We will analyze the case using the following frameworks:

  • SWOT Analysis:
    • Strengths: Thunderbird's strong brand reputation, global network, and experienced faculty.
    • Weaknesses: Limited marketing budget, potential for over-reliance on online advertising, and difficulty in measuring ROI.
    • Opportunities: Expanding reach through targeted online advertising, leveraging social media platforms, and building a strong online community.
    • Threats: Increasing competition from other business schools, changing student demographics, and evolving technology trends.
  • PESTEL Analysis:
    • Political: Government policies regarding international education and immigration.
    • Economic: Global economic conditions and their impact on student financing.
    • Social: Changing student preferences, increasing demand for online learning, and growing diversity in the student body.
    • Technological: Advancements in online advertising technology, data analytics, and artificial intelligence (AI).
    • Environmental: Sustainability considerations and the impact of online learning on the environment.
    • Legal: Regulations regarding data privacy and online advertising.

4. Recommendations

  1. Refine Targeting Strategies:

    • Leverage Data Analytics: Utilize data from existing student databases, website analytics, and online advertising platforms to identify key demographics, interests, and online behaviors of potential students. This data will inform the creation of buyer personas and refine targeting strategies.
    • Segment and Target: Segment the potential student population based on factors such as career goals, geographic location, academic background, and program interests. This segmentation will enable Thunderbird to tailor its messaging and ad campaigns to specific target markets.
    • Utilize AI and Machine Learning: Implement AI-powered tools to automate ad targeting, optimize ad spend, and personalize messaging based on individual user preferences and browsing behavior.

  2. Develop Compelling Content:

    • Personalized Messaging: Create targeted content that resonates with the unique needs and aspirations of each student segment. This could include testimonials from alumni, success stories of graduates, and information about specific program offerings.
    • High-Quality Visuals: Utilize engaging visuals, videos, and interactive content to capture attention and convey the value proposition of a Thunderbird education.
    • Content Marketing: Develop a content marketing strategy that includes blog posts, articles, webinars, and social media content that provides valuable insights and resources to potential students.

  3. Optimize Advertising Platforms:

    • A/B Testing: Conduct A/B testing of different ad creatives, targeting strategies, and landing pages to identify the most effective combinations.
    • Track and Measure: Implement robust tracking and measurement systems to monitor key performance indicators (KPIs) such as click-through rates, conversion rates, and return on investment (ROI).
    • Dynamic Creative Optimization (DCO): Utilize DCO technology to personalize ad creatives based on user data, interests, and behavior.

  4. Build a Strong Customer Relationship Management (CRM) System:

    • Lead Generation: Capture leads through online forms, landing pages, and social media interactions.
    • Nurture Leads: Implement automated email marketing campaigns and personalized communication to nurture leads and guide them through the admissions process.
    • Track Interactions: Monitor student interactions with Thunderbird's website, social media channels, and email communications to understand their engagement and preferences.

5. Basis of Recommendations

These recommendations are based on the following considerations:

  1. Core Competencies and Consistency with Mission: The recommendations align with Thunderbird's core competencies in global business education and its mission to develop ethical and responsible leaders.
  2. External Customers and Internal Clients: The recommendations address the needs of both potential students (external customers) and the marketing team (internal clients).
  3. Competitors: The recommendations consider the competitive landscape and aim to differentiate Thunderbird from other business schools.
  4. Attractiveness ' Quantitative Measures: The recommendations are expected to improve key metrics such as lead generation, conversion rates, and ROI.

6. Conclusion

By implementing a data-driven, personalized, and multi-channel approach to online advertising, Thunderbird can effectively reach its target audience, increase student enrollment, and solidify its position as a leading institution for global business education.

7. Discussion

Other alternatives not selected include:

  • Traditional Marketing: Focusing on print advertising, direct mail, and other traditional marketing channels. This approach may be less cost-effective and less targeted than online advertising.
  • Limited Targeting: Using broad targeting strategies that may not reach the right audience. This could lead to wasted ad spend and lower conversion rates.
  • Lack of Measurement: Not tracking key metrics and failing to measure the effectiveness of advertising campaigns. This could make it difficult to optimize strategies and demonstrate ROI.

Risks and Key Assumptions:

  • Data Privacy: Ensuring compliance with data privacy regulations and maintaining the confidentiality of student data.
  • Technology Adoption: Keeping pace with the rapid evolution of online advertising technology and AI.
  • Budget Constraints: Allocating sufficient resources for data analysis, content creation, and advertising platform optimization.

8. Next Steps

  1. Develop a Detailed Implementation Plan: Define specific tasks, timelines, and responsibilities for each recommendation.
  2. Allocate Resources: Secure the necessary budget and personnel to support the implementation of the strategy.
  3. Monitor and Evaluate: Regularly track key performance indicators (KPIs) and adjust the strategy as needed based on data insights.
  4. Continuous Improvement: Implement a culture of continuous improvement and innovation in online advertising.

By taking these steps, Thunderbird can leverage the power of online advertising to achieve its strategic goals and enhance its position as a leading global business school.

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Case Description

Thunderbird has built a strong and efficient Internet presence in the past five years. The effort was supported by a consistent effort to develop its internal online marketing capabilities, resources, and technical infrastructure. As the MBA recruitment process becomes increasingly dependent on its online marketing strategy, the ability to buy media effectively, measure performance, and adjust plans quickly acquire incredible relevance. Kelly Santina, the school's online marketing director, must assess the Google Analytics data covering the past seven months of website activity. Thunderbird's online marketing goals are defined as follows: (a) to improve the effectiveness of display/sponsored ads placement; (b) to increase traffic to the programs pace by 25%; (c) to improve conversions, measured by the downloading of an application form, by 30%.

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