Roveir worked closely with the Open Admissions team to understand their product, audience, and positioning within the college planning space. The platform simplifies a complex and often overwhelming decision by providing clear, personalized comparisons across multiple schools.
We identified a clear growth need: capture high-intent students and parents during decision season and drive them into the platform through a waitlist signup funnel.
To guide the campaign strategy, we analyzed the broader college admissions and research landscape. Many platforms focus heavily on rankings or general information, but lack personalization and direct comparison tools.
We also identified a key market gap: most competitors significantly reduce advertising efforts during Decision Season (March–May). This created a unique opportunity for Open Admissions to dominate visibility during the exact moment when students and families are actively making decisions.
The campaign targeted high school seniors and their parents who are actively researching college options and weighing acceptance decisions. These users are highly engaged, time-sensitive, and looking for clarity in their final choice.
Roveir developed the “Own the Decision” campaign - a 90-day, multi-channel strategy designed to position Open Admissions as the definitive decision-making platform. Messaging focused on confidence, clarity, and making smarter college choices, while driving users to a simple waitlist signup experience.
The campaign launched across Meta and Google, combining paid social for awareness and engagement with paid search to capture high-intent traffic. Search campaigns targeted keywords related to college comparison, decision-making, and admissions research.
The objective was to drive qualified waitlist sign-ups while testing messaging themes around personalization, confidence, and ease of decision-making.
With strong early performance and positive lead quality, Open Admissions is preparing to transition from waitlist sign-ups to full account registrations as the platform evolves. Future phases include expanding into additional channels such as TikTok and Reddit to better reach high school seniors and further scale acquisition.
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