Copywriting for Integrated Campaigns

Your Lightbulb Moment

To drive enrollment for upcoming fall and spring semesters, the University of Minnesota’s College of Continuing and Professional Studies launched an integrated marketing campaign. I was responsible for the creative concept (including presenting concept decks), writing copy for all campaign assets, writing scripts and coordinating video production for accompanying videos of enrollment advisors.

Awareness Campaign: Fall 2020

Our annual fall awareness campaign for the University of Minnesota’s College of Continuing and Professional Studies diverged from the typical approach, and instead was a culmination of three micro campaigns. The three campaign audiences included healthcare professionals, community college students, and working professionals looking to upskill. These robust micro campaigns included native advertising, social advertising, remarketing, search ads, videos, and email marketing. I was responsible for the creative concept across all three campaigns, as well as copywriting across all assets, including video script writing to promote contacting enrollment advisors as the primary call to action for key audiences.

Donor Engagement and Annual Giving

I worked closely with the college’s director of alumni and donor relations to create an integrated approach for reaching donors and stimulating philanthropic giving. My work included refreshing copy for the website housing information about scholarships and annual giving, fine-tuning copy and narrative surrounding college priorities for use of donations, developing stories about scholarship recipients, gathering qualitative and quantitative information for an infographic on scholarships, writing video scripts, and social media amplification efforts.