How Ronk Communications Drove Higher Ed Enrollment Traffic at Scale with Basis

Ronk Communications used Basis to expand Colorado State University Global's programmatic presence across display, audio, and CTV, uncovering new audiences to reach and increasing spend to 63% YoY while maintaining a $6.18 eCPA.

The Challenge

Ronk Communications is a media buying agency for high-performing digital, social and traditional ad campaigns across events, venues, government and higher education. Their client, Colorado State University Global (CSU Global), is the nation's first fully accredited, 100% online state university, dedicated to providing top-ranked, affordable Bachelor’s and Master’s degree programs with the flexibility students need to succeed

Colorado State University Global engaged Ronk Communications to drive prospective students into its enrollment funnel through paid media. A 2024 test delivered strong results to justify a larger 2025 investment, with a goal of scaling spend while finding new audience signals.

With a 63% budget increase and more markets to crack, Ronk Communications needed tighter campaign control, smarter optimization, and a partner that could support an evolving strategy in real time.

The Solution: Basis + Ronk Communications

Ronk Communications used Basis to expand CSU Global's targeting beyond Denver into California and Colorado Springs, layering in new audience strategies, PMPs, and SmartBid optimization throughout the flight.

The Transformation

The results:

• 63.2% year-over-year increase in media spend, reflecting CSU Global's continued investment in the approach
• 5,000-7,000 paid site visits per month to CSU Global enrollment pages across display, audio, and CTV
• $6.18 average eCPA, sustained across all campaign flights

Why It Worked

1. Audience Testing That Surfaced Real Insights: Expanding geo-targeting and testing new audience segments uncovered behavioral patterns that sharpened CSU Global's targeting parameters over time. The data led and strategy followed.
2. A Standout Tactic: Broncos Fan Targeting: Data revealed strong Denver Broncos fan affinity among CSU Global's audience. Rock Communications went further, and targeted Broncos fans during NFL games with hyperlocal placements around the stadium.
3. Channel Mix Built for Reach & Retargeting: Ronk Communications combined CTV PMPs, custom audio PMPs, custom in-game inventory, and display retargeting into a coordinated multi-channel buy, maximizing reach at the top of the funnel while staying in front of engaged potential students.
4. A Partnership That Kept Evolving: Basis brought proactive recommendations on audiences, tactics, and budget shifts throughout the flight. A chat at Basis’ Customer Connect event in 2025 opened a new audio partnership with Corsa and a new customer audience partnership with ShareThis.

Customer Testimonial

"Ronk Communications is armed to service a major advertiser like Colorado State University Global and exceed their expectations with a multichannel, high-performing ad campaign thanks to our trusted partnership with Basis. We are supported every step of the way whether it comes to high-quality inventory, brand protection, targeted audiences, pixels, reports, data providers or vendor collaboration. Basis is a part of your team, making you compete with any sized ad agency." - Ronk Communications