The next level.
The next step of my professional journey led me to New York University in the summer of 2018. As a member of the Marketing & Communications team for the Enrollment Management division, I was the Assistant Director of Digital Communications, overseeing the social media strategy, as well as providing digital marketing guidance and support to eight different units and offices within the division.
Frequently, I created and lead content-focused strategies across a dozen social media profiles, and a variety of other digital platforms. These strategies included implementing more than 100 current student takeovers into our yearly content calendar, collaborating with internal and external partners to produce original video content, and driving followers to our various nyu.edu websites and events to increase first-year applications. During my time, I've grown our following across all platforms by more than 98%, and our total impressions by more than 78%. Below you’ll find more detail about specific project that I’ve managed thus far, from social media-related initiatives to video projects.
Meet NYU
Meet NYU (meet.nyu.edu) is a digital platform designed to develop content targeted to prospective and admitted students of NYU. We work with various groups, such as professional writers, admissions professionals and student contributors to pitch and create stories about the application process and NYU undergraduate experience. As one of the websites’ managers, I help oversee its day-to-day management, editorial calendar, publishing schedule and back-end maintenance. More specifically, I manage our student contributor group, who write multiple weekly stories for the site. Since its creation in 2019, we have published more than 500 stories, and in the past 6 months, it has gained more than 280,000 page views.
An Early Surprise for Members of the NYU Class of 2025.
In collaboration with the NYU Office of Undergraduate Admissions, and college counselors from the College Advising Corps, we identified a few students to whom we could announce their admission to NYU live on Zoom. It was exciting, it was emotional, and it was the perfect way to celebrate the accomplishments of these students in a year when they really needed a win.
Inside the experience.
The global pandemic has fundamentally altered the way we think about showcasing the NYU experience to prospective students. As a way to help cultivate our virtual offerings, I managed the production of a video series dedicated to showing the physical areas of spaces around NYU’s campus. Students were the tour guides and narrators of the videos, and utilized GoPros to help immerse viewers.
Pulling back the curtain.
It’s not often that prospective students get to see the people behind the application and admissions process at a university. With that in mind, we wanted to figure out a way to help humanize the people who read thousands of applications. The end result was a video I help produce that would provide a sneak peek of some of the many faces behind NYU Undergraduate Admissions with the Assistant Vice President, Jonathan Williams.
An opportunity awaits.
The Community College Transfer Opportunity Program (CCTOP) is a scholarship and assistance program for students transferring from partnership community colleges into NYU. One of the challenges for the program was awareness, as it lacked a proper marketing strategy. Serving as the lead for all marketing projects related to CCTOP, one of the big project was to create a centerpiece video highlighting what the program is, and the benefits that students have experienced during their time at NYU.
Social Media
Meet NYU are the official social media accounts for the Office of Undergraduate Admissions at New York University. Across all platforms, which include Instagram, Facebook, Twitter, TikTok, LinkedIn and YouTube, we have more than 70,000 followers. As mentioned above, I’ve grown our following and engagement significantly in my time here. In addition to our regular editorial strategy on social media, I also collaborate with our visitor relations and special events team to create live event experiences that integrate with our digital platforms such as digital photo/GIF booths and social media video walls.
One of my previous roles at NYU also included overseeing the paid social media strategy for the NYU Pipeline Division, which focuses on high school and precollege program offerings for a younger audience of prospective students. For a year and a half, I helped manage a paid social media budget of $500,000, and dozens of assets that distributed on our platforms year-round.
