The Be Boulder web ads were created to retarget potential students. Whether it was seen on a desktop, laptop, tablet or mobile, the formula was consistent, three to four rotating slides featuring an aerial view of the campus, a current student, a factoid and call-to-action button. It was important to feature a diverse student body and showcase the positive outcome of the degree while staying inline with the Be Boulder branding.

The responsibilities also included writing the code for the ads that were delivered to the viewer. The code was written using HTML5, Javascript (for rotation of the slides) and DoubleClick Media’s required custom tracking code. This code was used to produce hundreds of web ads for the university. The ads specified messaging about the programs for undergraduate admissions, as well as, masters’ degrees, Colorado Law and Patent Law.