hopes to reach higher education employees
with a new online campaign on Yahoo Sports'
college site, Rivals.com
, MediaPost's Marketing Daily reports
New York-based TIAA-CREF worked with agency TargetCast tcm
to develop customized ads for higher education employees in Indiana, Michigan, North Carolina and Washington.
This isn't the first time that TIAA-CREF has run a campaign on Rivals.com. It ran ads on the site during March Madness.
"We saw numbers for the Yahoo campaign that were 20 to 30 percent higher than what we originally expected based on similar initiatives," TIAA-CREF senior marketing
manager Kevin Seaman
told Marketing Daily
He added that the campaign "drove phone inquiries to the call center, brought existing customers online to sign in to their accounts and prospects online to create an account or call for an advice session."
Armie Margaret Lee
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