MARKETING

New Philosophy, New Strategy

When I joined the team at Eastern Kentucky University, its annual advertising budget – over half a million dollars – was being squandered in all the wrong places. Worse yet, there was little to no infrastructure to assess ROAS or trace conversions from top-of-funnel to enrollment.

In fact, the overall advertising strategy hadn't substantially changed in nearly seven years: it may as well have been the essence of the "set it and forget it" approach, which does not hold up in today's fast-paced and ever-changing market.

So, I implemented an overhaul: from channels to reporting and evaluation, the entire marketing strategy and philosophy was revolutionized to an aggressive, data-driven digitally-focused approach.

A robust digital marketing campaign was launched, relying on strategically leveraging social media and immersive storytelling techniques to rekindle interest and curiosity in the brand.

Let's talk shop for the details.