PROJECTS
Communications Evaluation & Planning
Case study // I led a workshop with the UMass Law leadership team to perform a Strengths, Weaknesses, Opportunities, Threats (SWOT) analysis and then audited their communications. This led to new messaging and the creation of all new publications, a mobile-responsive website, and e-communication streams for prospective and accepted students.
The result // Applications increased by , XX% in 2017, XX% in 2018, and 25% in 2019. The yield for enrolled students increased by 20% in fall 2017, 16% in 2018, and 10% in 2019.
Publication Development
Case study // I was personally involved in the writing of undergraduate enrollment materials. We annually reviewed and updated/redeveloped all publications and emails to ensure that brand messaging, images and design were appealing for prospective students and their parents. New publications and emails were developed on an ad hoc basis. Stories were repurposed across the website and social media.
The result // We produced more than 200 publications/flyer/postcards/letters and more than 100 emails on an annual basis to recruit a class 1400 first-year students.
Program Promotion
The first step is understanding the program, determine the goals, identifying the appropriate audiences, and setting a budget. I develop a campaign with specific tactics and timelines.
Case study // A faculty member approached me to promote a summer academic program for middle school students for whom English is not their first language. There were 2 audiences who needed to understand the program- educators in the schools, and the students and their families. We created a brochure for educators, a flyer for students and their families, and a website that could meet the different needs for those 2 audiences.
The result // She met her recruitment goals.
Media Relations
I work with individuals to identify opportunities for media placements that align with the brand. It might be positioning the president/CEO with a trade publication, a visit to an editorial board, developing an op ed piece, managing a crisis situation, and/or a news releases.