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, encouraging them to confirm their admission. 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.
I created gifs for social media and display ads, including A/B testing in our strategy. Alongside the social and display ads, our videographer created a Plant Your Roots video that set the tone for our message. Our team brainstormed, scripted, and prototyped until we had a set of messages and visuals to bring the campaign to life. The social and display ads used elements of motion with illustration and eye-catching imagery, tying back to the videos that were the center of the campaign.
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 Ads
Display Ads for A/B Testing
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”
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. It also focused on our diverse student body, coming from 42 states and 59 countries.
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 to 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. Video messages were created using Adobe Express for a quick turnaround on delivery.
