MARKETING

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Event Marketing: Giving Day

This annual event needed to make a big impact, so I led the charge to build a full marketing plan. I worked with stakeholders, sourced vendors, and developed the messaging and theme. Then I established a timeframe and a strategy. All of this is handled in a way that will guide the college towards common goals and avoid or navigate any issues that arise.

After I developed the theme and supporting design materials for this annual Giving Day, I partnered with an outside vendor to develop, film, and produce a social media video series showing the college’s community impact to increase awareness and donations.

This event was a huge success and surpassed our fundraising goals.

Drive to Apply Campaign

I restructured this campaign to boost applications by highlighting the best things about the college, and introducing new methods to remove obstacles to enrollment. This campaign included a corresponding series of social media ads which utilized demographic targeting based on location, IP address, and interests. We also incorporated geofencing, which was set up around events and areas which our target demographic frequented.

The way this campaign came together highlighted the benefits that have come from taking ownership of the college brand and making adjustments that have smoothed out functionality.

Athletics Brand Development

Developing a separate but coordinating identity for Athletics was a task that grew to incorporate a new set of marketing materials. The Athletics Director and I brainstormed to come up with new tools, including a brand new marketing booklet that could be sent to students who were interested in playing sports at the College. This is an important initiative, as a good portion of enrollment comes from athletics, and I brought in the Admissions Department to coordinate their efforts and we created a brand new campaign.

Each new initiative needs to be weighed to ensure it will help meet the project goals and benefit the college in the desired way, while staying true to the brand standards and set precedent, and furthering the college’s strategic plan. It’s no small task, but with a base of strong interdepartmental relationships, consensus can be reached across the diverse organization and a quality product and experience can be achieved.

Drive to Apply Campaign:
Social Media Marketing Component
I introduced social media ads to this campaign and determined budgeting and ad spend, crafted the messaging, and then executed the video production in full. Once the ads were ready, I set the target audience and launched these in sync with other marketing formats (email, digital, web, radio, TV spots, print, etc.) to produce the biggest impact.
The stats reporting showed a tremendous audience reach, with over 1 million ad views and 300,000+ click-throughs to our landing page.

Event Marketing:
Social Media and Web Video Ad
I pitched creation of this marketing video to the Institute of International Education to outline the benefits of attending their annual conference. The client's team had over ten members who all had input on this video, which led to some extra review rounds to incorporate some differing feedback. The end product was a hit with everyone and registration numbers saw a boost for this event.