IUP needed a digital marketing strategy to push the message that an IUP education enables professional success. The school’s target audience was broad; traditional university-bound students who just completed, or are about to complete, high school. To differentiate from other state schools, IUP required a clear communication of their unique benefits in direct-response ads and landing pages designed for those making the college decision. We implemented a strategy of continuous iterative testing on various channels to find the most effective means of communicating to potential IUP students.