Evidence record / Higher Education
Precision where the audience was measured in hundreds, not millions.
University of Georgia School of Social Work
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Ordinary reach-based thinking was not adequate for the assignment.
The work required awareness within an exceptionally narrow national peer group relevant to U.S. News rankings. The audience was defined around accredited schools of social work rather than broad national delivery.
Geofencing and demographic profiling focused repeated exposure around that institutional audience. The relevant Performance OS disciplines were Discover, Architect, Execute, Measure, and Govern.
Observed outcome
University of Georgia moved from #28 to #20 nationally following the campaign period: an observed movement of eight places. The result is presented in context and is not attributed to advertising alone.
Attribution
Context matters more than a headline metric.
Ranking movement can reflect many factors. This record documents the operating context and work performed; it does not claim that advertising independently produced the result.