Online and Continuing Education
Objectives:
— Create a brand awareness campaign for Online and Continuing Education
— Position UMass Dartmouth as one of the top choices for getting an online degree or a certificate
— Build compelling messaging that speaks directly to the target audience and their needs
My role:
— Establish two main narratives, “Be the Boss” and “Quality Seeker,” and come up with the You Can Do This tagline in collaboration with a fellow copywriter Abigail Egan
— Spearhead the deliverables for the “Quality Seeker” narrative
— Write landing page copy and refresh copy on the Online and Continuing Education and the Medical Laboratory Science program web pages
Copy deliverables:
— Landing page
— Audio ad scripts
— Billboards
— Transit ads
— Video ad scripts (15 and 30 seconds) and overlay copy
— Digital ads (social media feed and display banners)
— Google Search ads
Billboard on Route 24.
Success By Degrees
Objectives:
— Increase awareness of Success by Degrees, the reduced tuition program for community college graduates
— Refresh UMass Dartmouth’s Online and Continuing Education brand identity
My role: In collaboration with the design team, develop a video-based social media advertising campaign that combined quick and clear bits of copy with modern and playful animations
Copy deliverables:
— Video ad script (20 seconds)
— Instagram and Facebook story ads
— Instagram and Facebook feed ads
Results: Launched in June 2024, the digital campaign brought unique awareness to the Success by Degrees Program and successfully increased degree completion leads by 200+ in its first run
