Paid Media: Billboards, display ads, and social ads
Our goal with each campaign was to increase visibility and awareness of the value of an Earlham education. Simple branding paired with differentiating tactics allowed Earlham to stand out among higher education institutions. Digital advertisements and printed billboards were created in collaboration with members of the marketing team at Earlham College. All Design and animation work was completed by me using Adobe Illustrator, After Effects, and Photoshop.
Yield Campaign: Display and Social Ads
The goal of the Yield Campaign was to catch the attention of high school seniors and their parents. We had two main messages:
Confirm your spot, and be eligible to register for classes early.
Confirm your spot, and we will plant a tree on campus in your name.
Because display gif ads were new to our team, we made sure to include A/B testing in our strategy. Alongside these messages, I paired motion and illustrated elements with eye-catching imagery.
Four main dimensions were use for display advertising, including: 160x600 skyscraper, 300x250 medium rectangle, 320x50 mobile leaderboard, 728x90 leaderboard. We collaborated with AmbioEdu to track campaign progress and success and shift strategy as needed.
Social Ad targeting admitted students
Confirm your spot now and register early.
Display ads for A/B testing
Target: Students
A/B test: “Get the classes you actually want to take”
Target: Parents
A/B test: “Student”
Target: Parents
A/B test: “Child”
Carpenter Hall, one of Earlham’s characteristic buildings, is featured as an illustration I drew.
Target: Students
A/B test: “Best classroom experience”
Target: Students
A/B test: “Get the classes you actually want to take.”
Social Ad targeting admitted students
When you confirm your spot at Earlham, we plant a tree for you on campus.
Target: Parents
A/B test: “Student”
Target: Parents
A/B test: “Child”
Target: Students
A/B test: “Get the classes you actually want to take”
Senior Convert Campaign
The goal of this campaign was to reach seniors who have shown interest in Earlham but haven’t applied yet. Marketing and Admissions teams developed a new strategy for their territories, and we wanted to provide updated messaging to seniors who had seen our branding before. The updated messaging focused on our ranking as one of 45 Colleges that Change Lives and being a top 100 liberal arts college.
A second message focused on the diversity of Earlham’s student body, with students coming from 42 states and 59 countries.
LinkedIn and Facebook post, static
Instagram Feed post, static and video
The video was created using Adobe Express, allowing a quick-turnaround on delivery.
Earlham Day Campaign: Social Ads
The goal of the Earlham Day Campaign was to catch the attention of alumni on Instagram, Facebook, or LinkedIn and prompt them give. I created static and video messages to be promoted on all three platforms. These messages increased awareness and engagement with Earlham Day by sending them to the livestream donation page.