I served as a Communications Assistant for the Fine & Performing Arts Division at Manhattanville College, as part of my part-time, on-campus student employment. In this role, I primarily helped to create content, including a divisional promotional video and semesterly event calendars. However, one of my larger projects was to support a new advertising initiative.
As a newly formed division that brought all of the arts programs under one director, the distinct interdisciplinary nature of the programs became an even stronger appeal in the marketplace. While the programs already attracted students who wished to explore multiple avenues of the arts, the director wanted to cement this reputation in the regional community, where most of the applicant prospects and enrolled students resided. With this, he assigned me to design a series of ads for the peak application season for Facebook, Instagram, Snapchat, and several regional news publications, including Westchester Magazine and The Inside Press.
Most of the ad copy focused on pushing applications, as a majority of the regional student audience would have already visited campus through a tour organized by their high school, and most parents had a level of brand familiarity due to Manhattanville’s county-wide student teacher program. One variant encouraged audiences to attend an upcoming open house and ran for about a month prior to the event.
In addition to these ads, I also designed a featured virtual events flyer, which was emailed to qualified leads to encourage program engagement when in-person performances and visits were restricted due to pandemic regulations. This graphic was also shared with the admissions team for counselors to share with interested prospective families before they connected with divisional leadership.
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