Co-led marketing strategy and owned creative asset execution for a multi-channel campaign designed to revitalize student and alumni engagement for Fordham’s flagship mentoring tradition co-hosted by the Career Center and Alumni Relations.
Challenge
- Low application volume from previous cycles resulted in fewer mentor–mentee pairings across the university
- Promotional outreach lacked audience-specific targeting, diluting message relevance for both alumni and prospective student mentees
- Cross-departmental structural changes created operational and communications hurdles leading into the launch
Solution
- Restructured the communications calendar and deployed segmented email workflows tailored to distinct student and alumni personas
- Designed dynamic “What is & Why FMP?” digital signage assets to boost awareness across campus ITV screens
- Amplified social media promotional plans to drive early, top-of-funnel engagement during the earliest weeks of the academic year
Outcome
- Delivered record-breaking application numbers directly from the initial email deployment
- Captured 100+ mentor and 100+ mentee applications within the first 10 days—weeks before students arrived on campus
- Achieved over 50% of the entire previous year’s total application volume during the first 10 days alone
Reflects early campaign metrics prior to my planned departure before the final deadline.
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