Spec campaign • Graduate program recruiting • 8-week paid + organic

A spec recruiting campaign for NYU SPS's Executive Master's in Marketing & Strategic Communications, an executive degree built for director and VP-level marketers moving into CMO and CCO roles. The challenge: the target audience isn't actively searching for graduate programs, so the campaign has to find them where they already spend time and speak directly to senior-leader ambitions.

Targets defined in the brief: 2.5% Facebook CTR and 2.0% Instagram CTR on the program landing page; 150+ Facebook inquiry form completions and 60+ Instagram inquiries over 8 weeks; +20% Facebook and +15% Instagram engagement vs. NYU SPS baseline; 80,000+ Facebook video views and 50,000+ Instagram video views; 7,500+ warm retargeting audience built; cost-per-inquiry under $35 on Facebook and $45 on Instagram.