Senior Campaign
Lipscomb Undergraduate Admissions
2022-23 Recruitment Cycle
Graphic Design
System Design
As a student in Lipscomb’s enrollment funnel begins their senior year, the marketing team shifts gears to a much wider-reaching and more targeted direct mail and digital advertising campaign.
Some of the audiences we were marketing to included: students already engaged in the junior campaign or who’d filled out an RFI over the summer, students in some key geographic markets identified by our team, faith-based families in the Church of Christ tradition, and lookalike audiences to one of our best performing geo markets.
In year's’ past, as the enrollment marketing team grew (especially on the digital side), this was a series of ad hoc campaigns which were unaffiliated with one another. This year, I wrangled the various groups and sorted our messaging and audiences. Because the lookalike campaigns would send a prospective into the targeted funnel, it was important to make the myriad entry points feel cohesive with one another.
In the 2022-23 cycle, I oversaw a year-over-year increase in clicks by 20x and impressions by over 35x.