Structure of First Student Careers Facebook Campaigns

1. Minnesota | Objective: Leads

1.1. As Set 1: Minnetonka, Wayzata

1.2. As Set 2: Robbinsdale, Brooklyn Park (by zip codes)

1.3. As Set 3: Oakdale (by radius)

1.4. As Set 4: Champlin (by radius)

2. Oregon | Objective: Leads

2.1. As Set 1: Portland (by radius)

2.2. As Set 2: Gresham (by radius)

2.3. As Set 3: McMinnville, Wooburn, Newburg, West Linn (by zip codes)

3. Seattle | Objective: Leads

3.1. As Set 1: Seattle (by radius)

4. New York Campaign | Objective: Leads

4.1. As Set 1: Buffalo (by radius)

4.2. As Set 2: Syracuse (by radius)

4.3. As Set 3: Rochester (by radius)

5. Chicago | Objective: Leads

5.1. As Set 1: Holland, Glenwood (by zip codes)

5.2. As Set 2: Hodgkins (by radius)

5.3. As Set 3: Westmont (by radius)

5.4. As Set 4: Glen Ellyn (by radius)

6. National Campaign 1 | Objective: Brand Awareness

6.1. Ad Set 1: Recent Hires Lookalike Audience

6.2. Ad Set 2: Military Veterans

6.3. Ad set 3: Recent Retirees

7. National Campaign 2 | Objective: Traffic

7.1. Ad Set 1: Recent Hires Lookalike Audience

7.2. Ad Set 2: Military Veterans

7.3. Ad set 3: Recent Retirees