I was hired as the Marketing Director of Executive Education & Lifelong to rapidly build program enrollment and a content strategy after a concerning decline in enrollments accelerated due to COVID-19.
With an in-house team of two and partnerships with creative and media agencies, we were able to accomplish the following within my first 18 months in the role:
350% lead growth FY21 to FY22
150% increase in site traffic
40% increase in LinkedIn followers
Approach
Digital Marketing
Worked with a creative agency and media agency to launch Paid Search, Digital Display and Social Media campaigns promoting our Fall 2021 programs.
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Digital Infrastructure
Launched a new CRM that allows us to automate email communications, streamline processes and perform full funnel analysis.
Content Strategy
Launched a robust content strategy across owned and earned channels to grow social media subscribers, build brand awareness and leverage faculty thought leadership.
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Partnered with Darden editorial team to integrate executive education thought leadership into enterprise blog, Ideas to Action
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Launched webinar series and free online lessons to grow national audience and program pipeline
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Started incorporating participant testimonials into blog, website, social media and email drip campaigns
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Instituted consistent social media posting and engagement
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Developed email marketing strategy, leveraging best practices to increase open rates and click through rates
