MPOWER Financing (Paid Media)

MPOWER Financing is a mission-driven FinTech company and provider of global educational loans. It is the only student lender in the world that leverages both overseas and domestic credit data, as well as future earning potential to serve high-promise international and DACA students.

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As a fast-growing startup entering a competitive market, MPOWER needed a clearer understanding of its digital landscape. They came to PBJ for help identifying their online competitors, understanding how their target audience searched and made decisions, and building a marketing strategy that could reach the right prospects more effectively.

Google Campaigns

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We leveraged custom intent audiences and Google in-marketing audiences to increase brand awareness using Gmail and display campaigns. We created geocentric campaigns to speak to their global audience in ways that are unique to each segment. We also introduced Gmail-sponsored promotions to effectively reengage prospects who had yet to progress through the marketing funnel.

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Facebook Lead Generation Campaigns

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We implemented radius targeting for all the universities MPOWER partners with to serve targeted messages to students currently enrolled in universities. We created lookalike audiences based on past converters to target prospects with similar qualities and behavioral patterns.

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To solidify the new brand and overcome its competitors in PPC and SEO, our aggressive marketing strategy focused on two primary goals:

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1) Increase brand awareness amongst non-US-born students.                          

2) Increase application volume for international students who are currently studying in the United States.