Architected a multi-variable email marketing architecture and audience matrix to reverse declining student attendance across university career fairs through hyper-targeted lifecycle messaging.
Challenge
- Declining student attendance and engagement at university-wide and industry-specific career fairs
- Outdated email outreach relied on broad, one-size-fits-all blasts that failed to communicate relevant value across differing academic levels and campus locations
Solution
- Engineered a 4-pulse targeting matrix segmenting audiences across 3 core dimensions: registration status (Registered vs. Not Registered), campus geography (Home Campus vs. Away Campus), and academic alignment (Target Majors vs. Adjacent Majors)
- Tailored core messaging value propositions across academic years—emphasizing exploration for first-years/sophomores, experiential opportunities for juniors, and post-grad hiring for seniors
- Integrated logistical incentives directly into copy (such as free inter-campus Ram Van passes) to remove friction for away-campus attendees
Outcome
- Established a scalable, data-driven email framework that served as the foundational operational model for the Career Center’s incoming campaign cycles
- Successfully leveraged the strategy to onboard and mentor the newly created Writing & Email Marketing intern role, who drafted the complete multi-stream copy series
- Institutionalized an evergreen lifecycle communications model prior to scheduled departure, creating sustainable campaign infrastructure for future terms
Leave a Reply