RECRUITMENT

Situation: Humanities, Liberal Arts and Sciences and General Studies saw a loss of                                almost 75,000 students from Spring 2018 to Spring 2019, according to Forbes.                            For several years, Auburn's College of Liberal Arts struggled with                                                    enrollment downfalls and consistently failed to meet yield goals. 

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Solution: Create a multi-phase, multi-platform, data-focused marketing campaign to sell                           the college's unique value proposition: Providing the best of a small liberal arts                            college at a  large SEC research university.

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What I Did: Data analysis, brand storytelling, persona exploration, digital content creation,

                         full-scale strategy planning, technology sourcing, onboarding and staff training.

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Results: 38% enrollment growth over two years, 80,000 emails, 8,000 actions taken,                               25,000 text messages sent and 3,600 prospect questions answered