THE OBJECTIVE
- Brand awareness in the geographic area around the university
- Lead generation
THE SOLUTION
The overall goal of SWAU’s campaign was to reach prospective students. Sonority Group created audiences based on the students that fit the traditional demographics, in the 18-24 age range, as well as the nontraditional students who tend to be older, have some previous postsecondary education, and are likely working. Additionally, Sonority Group utilized zip code targeting with only 20 postal codes to maintain relevant geolocation while splitting their campaign between multiple ad groups. One ad group leveraged retargeting, and the other targeted a third-party data prospecting audience for those interested in post-secondary education with additional age filtering drilling down towards the potential students. SWAU saw an increase in traffic directly attributed to their Choozle campaigns, but the biggest result was their cost per acquisition (CPA) and conversion rate in the retargeting ad group. The CPA they saw with the retargeting ad group was almost half of other more traditional CPAs for advertising campaigns. Of the 154 clicks on the retargeting group, 20 converted. The campaign finished with a conversion rate of 13% at a CPM of $11.02. Finally, Sonority Group was able to dig into the performance results of each tactic and optimize for future campaigns and create detailed reports to show proof of SWAU’s ROI.
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KEY RESULTS
13%
CONVERSION RATE FOR CLICKS ON RETARGETING ADS
$50
CPA FOR RETARGETING
INCREASED
WEBSITE TRAFFIC
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Tina Starr – CEO
Tina Starr is the Chief Executive Officer of Choozle, where she guides the company’s strategic direction, operational excellence, and long-term growth. With more than 15 years of experience in marketing, media, and technology, she is known for aligning teams around clear priorities, elevating performance standards, and delivering measurable outcomes for brands and agencies.
Before becoming CEO, Tina served as Executive Vice President of Revenue. She unified Sales, Account Management, and Media Solutions into a single integrated organization designed to improve performance, strengthen client relationships, and drive sustainable growth. She advanced Choozle’s market position by championing transparency, improving inventory quality, and expanding access to advanced measurement, enabling clients to connect investments to real business impact. She also built a deeper leadership bench and supported the advancement of women into senior roles.
Earlier, Tina served as Vice President of Account Management and Strategy, where she developed scalable programs, improved campaign execution, and led teams that consistently delivered stronger retention, revenue growth, and client outcomes. Before joining Choozle, she held senior roles at Next Step and HumanDesign and contributed to Google’s Premier Partner Program, shaping standards that influenced the broader performance marketing industry.
Tina is a collaborative and data-informed leader who combines strategic clarity with operational rigor. She mentors emerging leaders through Upnotch and DECA and has supported organizations such as the American Cancer Society, Habitat for Humanity, and Alpha Chi Omega. As CEO, she leads Choozle with a people-first mindset, ensuring that technology strengthens expertise and enables the company’s next era of innovation and customer-focused growth.