Portfolio / Influence
Student Recruitment Campaign
EXPERTISE
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Creative direction
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Campaign messaging framework
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Social media content strategy
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Microsite design and content
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Grassroots outreach collateral
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Organic search engine optimization
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Lead generation and nurture
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Video storyboarding and script writing
DELIVERABLES
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Campaign messaging framework
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Campaign schedule and project communications
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Campaign print, digital collateral and website
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Social posts, graphics, video
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SEO optimized blog articles and editorial calendar
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Campaign videos
Prior to the COVID pandemic, College Possible had relied on it's consistent coach presence on high school campuses to build brand awareness and attract student applicants for its free college coaching program. But when schools shut down for nearly two years, they lost their central recruitment line. By the time schools opened again fall of 2022, our recruitment challenges were acute, demanding a more robust approach.
Beginning spring 2022 and launching that August I worked with a cross-functional team to design and deploy College Possible's first integrated high school student recruitment campaign. Using a collaborative approach with 8 regional site's student recruiters and program team members, I developed the campaign messaging, and a multi-channel campaign strategy that spanned grassroots in-school and digital channels.
We designed and launched a targeted microsite, complete with new videos, student lead capture capabilities, and parent-facing flyers available in 14 languages. Our 8 regional site teams were armed with a robust set of collateral to support on-campus and community outreach, while I led our national marketing team to manage ongoing social and email engagement, as well as biweekly blogs that unpacked the most common questions and value propositions of our free college coaching programs.
First year results include a nearly 200% growth in website traffic, and nearly 100% of sites meeting their recruitment goals.
