Overview

Beginning in 2007, Sensis was tasked with planning and executing a comprehensive online media plan to target and drive leads among 18-24 year old Hispanics and African-Americans interested in joining the Regular U.S. Army and U.S. Army Reserve.

Solution

Sensis developed an online media plan that reached African-American Army prospects through CPM media. Display and rich media banners were placed in key online media properties that are relevant to the target audience. The media mix included lifestyle properties such as BET.com and Vibe.com. In order to reach the potential ROTC audience the digital media plan focused on properties that are relevant to college freshmen and juniors such as facebook.com and MySpace. In addition, the plan targeted college-scholarship seekers through Fastweb, the leading scholarship Web site.

Results

To date the campaign has generated a strong response (E-mail us to get the actual figures).