Marketing + Lead Generation
Ampersand Campaign
I am currently leading The College of Wooster’s early brand awareness “Ampersand” campaign, targeting high school first-years, sophomores, and juniors who have indicated an interest in attending college. The campaign, which places a focus on creating a fun introduction to Wooster through authentic student storytelling, is in stark contrast to our traditional print pieces and emails that were heavy on research (and no fun!). In just one week, this campaign has resulted in a tripling of inquiries over the entire span of previous campaigns. And best yet, we now have a bunch of walking brand ambassadors wearing our cool new ampersand t-shirts!
Choose Campaign
I led the marketing of Ripon College’s “Choose” multichannel campaign, designed to position Ripon and its new Catalyst curriculum against a powerful and omnipresent state-funded university system with core requirements averaging 60+ credits. We focused on the power of choice provided by Ripon’s novel 20-credit skills-based core using targeted digital ads, radio, billboards in the Fox Valley, sponsorships of high school state games, email drip campaigns, visit, travel and direct mail pieces, videos, social media, banners on campus, and in the “Remarkable Ripon” visit experience. These and similar elements were used as part of Ripon’s senior app push as well as soph/jr lead gen campaigns I managed.
Catalyst Curriculum
I worked together with faculty to launch and market Ripon College’s Catalyst curriculum, focused on developing 21st century skills employers identify as crucial to their organizations. Families responded strongly to the simplified messaging and presentation of the tangible results of the core. This curriculum continues to help Ripon set itself apart from competitors, as it gives students the necessary skills they need to thrive in today’s workplace while giving them time to pursue multiple majors and minors, as well as internships and extracurricular involvement.
The “Local Commitment” Campaign
In an effort to gain insight into ways families would react to a potential future price reset we launched a Ripon Commitment campaign in surrounding high-performing counties marketing their scholarship guarantee in simple terms as our commitment to transforming lives of residents of their counties. Creative featured graduates of the counties and their stories. This campaign included billboards, digital traffic and search ads, direct mail, and high school counselor pieces.
