GT Oxford Program
Project Description/Goals:
Bring Oxford Program back to full capacity of 165 students after numbers dipped to 133 in 2008.
Creative Process and Strategy:
Identified the following barriers: students unclear that they are receiving GT credit, not clear that they can use financial aid packages not clear that out-of-state students get in-state tuition rates for the program, and no clear understanding of the value of the program compared to other offerings.
Educated students about the benefits of the Oxford program through multiple avenues.
Skills Used:
Writing
Public Speaking
Marketing
Social Media Content Creation
Coordination of Graphic Design
Results:
Expanded Oxford Program awareness by advertising in multiple GT communication channels including student newspaper, social media, student fairs, and display boards around campus.
Increased Oxford participation by 19% from 2008 to 2011.
Recruited student program ambassadors for events (like the Study Abroad fair, pictured here).
Campaign for GT Oxford 2009
Creative Process and Strategy:
Updated wording and graphics of marketing assets
Enlisted students to join me at promotional events like Study Abroad Fair
Expanded marketing reach by purchasing ads in Technique student paper
Promoted informational meetings
Skills Used:
Coordinated with graphic designer
Recruited student volunteers
Purchased ad space
Coordinated rebranding of all materials and assets
Results:
Modern graphics and student marketing involvement increased enthusiasm for the program.
Brought participation up to 148 students.
Campaign for GT Oxford 2010
Creative Process and Strategy:
Identified deeper barriers to participation, and expanded marketing to a new campaign called “Why Oxford?”
Interviewed students and incorporated their quotes into social media marketing campaign
Expanded marketing to social media platform, setting up an Oxford Facebook Account
Skills Used:
Graphic Design
Marketing Personas
Interviewing
Content Creation
Purchased ad space
Social media marketing and analytics
Results:
Targeted marketing content increased underrepresented students.
Brought participation up to 155 students.
Campaign for GT Oxford 2011
Creative Process and Strategy:
Identified need to update website and coordinated with institute communications
Employed “sales numbers” approach, increasing student audience by visiting large auditorium classes for a 5-minute presentation, pointing students to website and upcoming info sessions.
Trained student worker and Oxford alumni in classroom presenting and doubled our classroom presentation coverage.
Adopted a student-designed marketing slogan: “Discover Europe. Go Oxford.“
Expanded marketing by purchasing ad space at Football game.
Skills Used:
Coordinated with institute communications to redesign website
Marketing
Content Creation
Purchased ad space
Social Media Marketing and analytics
Results:
Over 2500+ students heard details about the Oxford Program over 15 presentations leading to immediate and future participation.
Increased participation, bringing the program back to full capacity (165 students).