UNIVERSITY OF NOTRE DAME
Social Media Marketing: Rebranded, Redefined
Following the launch of Grow the Good in Business — a complete brand overhaul — social media became the Mendoza College of Business’ most important channel for building brand awareness and generating leads.
EXAMPLE 1
Building Traction for the Master of Science in Business Analytics (MSBA)
By seamlessly blending storytelling with striking visuals and creative copy-writing, I was able to showcase the direct impact students experienced from working with sponsor companies during Mendoza’s business analytics capstone courses.
This content not only increased Mendoza’s Instagram post impressions, engagement rates and new follower counts, it also generated higher numbers of requests for information (RFIs) and new applications to Notre Dame’s two MSBA degree programs for the academic year 2021-22.
EXAMPLE 2
Generating Leads for Specialized Master’s Programs at Notre Dame
Using source attribution data to identify where the Mendoza College of Business’s specialized master’s students entered the enrollment funnel, my team and I determined LinkedIn was our most effective channel for building awareness and consideration among prospective students.
This series of animated student vignettes, called One Day, One Domer, not only helped fill the team’s temporary gap in video and animated content production, but also increased engagement and interest in each featured program:
8,090 post impressions
4.56% post engagement rate
286 clicks to website
3.54% click-through rate (CTR)
*Metrics provided pertain to the best-performing post in series. Aggregate metrics of full content series available upon request.
EXAMPLE 3
Celebrating Student Outcomes as an Enrollment Marketing Strategy
During the COVID-19 pandemic, graduate business schools throughout the nation experienced a steep decline in applications and enrollment.
And Notre Dame felt the squeeze as well.
Our marketing and graduate enrollment team had to be extremely creative to demonstrate the value of pursuing a master’s degree at a time when most college graduates were receiving well-paying job offers and enjoying fully remote work arrangements.
We found success in a renewed approach to outcome-based marketing: showing prospects the value they’d get out of a degree program, before they even set foot in the classroom.
Spotify: Grow the Good in Business Podcast - Ep. 1
Instagram: Commencement 2022
ND Women in Business team wins equity case competition