Junior Campaign
Lipscomb Undergraduate Admissions
2022-23 Recruitment Cycle
Creative Direction
Graphic Design
System Design
Lipscomb Enrollment’s first point-of-contact with a student happens in January of their junior year with this direct mail and digital advertising campaign.
We introduce the university through six student ambassadors, each telling the story of how they chose to come to Lipscomb. Those student stories are told through a postcard, 30-second video ad (on Meta platforms), profile in our junior viewbook, and webpage with their full-length video interview and profile.
Our positioning angle was to be a guide for students early in their search process, while they’re learning what questions to ask while looking for a university. Each profile asked a different question about college and demonstrated how Lipscomb answered it.
The bones of this campaign were built in the 2020-21 recruiting cycle, and it’s been refreshed each year since—crucially, the Meta ads became 30-second video interviews this year. As a result, I oversaw 18x growth in engagements and a 26% increase in reach year-over-year.
For the interviews, I directed our video team in format and content. I also provided typographic treatments to match other campaign materials.