Tactics:
Eight radio stations in the Jacksonville market were bought for three weeks. The ads were tagged at the end with a 10 second mobile call to action. Listeners were invited to text in for more information; no other incentive was given. This was in hopes of getting the most interested respondents.

Results:
After all the campaigns were completed, a total of 32 mobile opt-ins were generated (130% of the set goal). Utilizing the email forwarding feature of the mobile software, numbers were immediately sent to the admissions department for follow-up. All numbers were contacted within 24 hours.

From the 32 interested leads, 2 registered for spring classes. Due to the limited amount of time between the radio campaign and the start of classes, it was estimated that an additional 10-15 students would be ready to start in the summer semester. Based on the investment levels for the campaign execution, the level of ROI was tremendous!

What next:
The college is looking to implement marketing-specific mobile throughout all its campuses nationwide. The mobile call-to-action is being expanded to other methods of marketing beyond radio, including printed cards at career fairs.

Lessons learned:
For a targeted audience, no prize or fun incentive needs to be given for qualified leads to respond. At the average student’s tuition, only a small response is needed for a great ROI.

Surprise finding:
All parties were excited to find how motivated these interested students were to start schooling as soon as they could. The college was able to immediately reach out to each interested party, set a follow up appointment, and sign the student up for classes. A very high percentage of respondents were hungry for information and ready to act!

Executive's name, title and company for response attribution:
Jennifer McCoy, Chief Financial Officer, Ballyhoo Mobile Marketing, Inc.

Strategy quote from brand executive (with name, title, company, city and state):
"I wanted the advertisements for Columbia College to stand out from the competitors and enable prospective students to respond immediately to receive additional information," sad Greg Harker  campus admissions manager, Columbia College, Jacksonville, FL.

What challenge did mobile address quote (from same executive above):
"The challenge addressed by mobile was the ability to get an instant response by prospective students and contact them immediately or at least within the same day," Mr. Harker said.