‘20-’21
In March 2020, the global COVID-19 pandemic closed college campuses nationwide.
Timeline: 2 mos. initial sprint, 9 mos. full rollout
Content Lead and Strategist: I created visit site and microsite copy and multiple mailed materials, including an award-winning publication for the College of Engineering and Computing. My team included the full office of University Communications and Marketing (UCM). UCM has a team of 40.
Rural schools like Miami University lost a critical recruitment tool ahead of summer: in-person tours.
The challenge: Execute a full-scale digital communications strategy that delivers the Miami experience to students at home.
Measurable Impact
4,500+
record fall 2021 undergraduate enrollment.
14%
increase in fall 2021 first-year students.
9.2%
increase in December 2020 applications.
29,000+
total applications submitted.
UCM coordinated with more than 20 campus communicators to identify and migrate content into a central repository.
Content audits, photography and videography shoots, message development, and transition content happened simultaneously with quick turnarounds.
Key deadlines included a May 1 push for summer tours and July, August, and November admission dates to secure applications and prevent student melt. The priority? Overhaul cyclical admissions materials—mailers, postcards, brochures, and viewbooks.
Explore the communication components.
-
"Healthy Together"
A university public health campaign and dedicated microsite to provide critical health and safety messaging and updates from university officials.
-
Tour From Home
The traditional Visit Site revamped to centralize all digital touchpoints for quick-access links and a chat feature to connect with admissions counselors.
-
Self-Guided Tours
New platform to incorporate 360° digital way-finding, allowing people to independently replicate the immersive experience of an in-person tour.
-
Renewed Recruitment
Mailed materials were recalled from production, and in-progress projects shifted to amplify messaging that solely highlighted the virtual experience.
-
Engaging Yield
Annual yield brochures revamped to cater to students’ needs, providing vital information and addressing questions that would usually arise during in-person visits.
-
Exclusive Student Access
Student-hosted videos from inside dorms, classrooms, and other campus hot spots.
Miami’s rapid shift proved a highly successful investment.
The university achieved core wins across divisions.
Maintain Prospective Student Engagement
The shift prioritized critical information to ensure families had a direct line to campus.
Accessible and Informative Experience
Digital media was designed to be accessible and inclusive for a 360 experience, including multiple language options.
Adapt to Evolving Needs
Quick turnaround showcased Miami’s agility and commitment to students.
Wider Brand Reach
The digital push expanded Miami’s reach, allowing students worldwide to discover and explore campus for the first time.