Augurian partnered with Dunwoody and internal stakeholders to turn their input around paid media history, goals, target audiences and geographies, events and student recruitment efforts into a robust and agile paid media plan. Rather than planning a semi-annual or annual campaign and checking the analytics at completion, Augurian tracked student behavior and response as the paid media campaigns were running and adapted messaging and media buys accordingly. What the college learned about their potential new student preferences surprised them and confidently guided them in focused efforts to target their ideal demographic in and outside of paid media.