UC San Diego Admissions Digital Marketing
Role: Media Communications Specialist
The University California, San Diego is one of the world’s leading public research universities and I am a #ProudTriton!
Goal: To effectively create a media strategy that will better illustrate UC San Diego Admissions. We hope to create a consistent, cohesive brand presence on our various digital platforms. With the use of social networking platforms, we hope to present original content that educates and entertains viewers about the UC San Diego experience.
Creating a digital space for #FutureTritons
I wanted to take on our university’s changemaker mindset, hoping to elevate our Admissions brand. From conceptualizing our AskAnAO video series where prospective students were able to interact and ask Admissions Officers questions to managing our growing online communities on all big 3 platforms, each day at the office allowed me to interact with our brand on a digital scale. Using user insights, I continuously looked for ways to better cater to our viewers. From defining a voice to conceptualizing a more coherent feed, these are some ways I have shaped our digital presence.
I had the privilege to spearhead the creation of the admissions department's dynamic social media strategy. Overseeing the strategy is a testament to the pivotal role that a well-crafted social media strategy plays in reshaping the narrative of academic enrollment.
Results
When I was first hired at the Creative Services Department, it was my goal to make a change and refresh UC San Diego Admissions’ social media presence. Since working there, I helped our office triple our social following on Facebook, Twitter, and of course, Instagram. Because of that, we have also improved our user engagement on all three platforms.
Key Achievements
Brand Storytelling and Positioning:
Developed a compelling narrative that showcased the university's unique value propositions, academic excellence, and vibrant campus life.
Established a consistent and authentic brand voice to resonate with prospective students, fostering a connection beyond academics.
Live Q&A Sessions and Webinars:
Conducted live Q&A sessions and webinars, featuring current students, faculty, and alumni to address queries, share experiences, and provide valuable insights into university life.
Strategic Content Calendar:
Implemented a meticulously planned content calendar, aligning with the admissions cycle and key milestones to maintain a steady flow of engaging and informative content.
Tailored content to address the interests, concerns, and aspirations of the university's target demographic.
Engagement Campaigns and Contests:
Initiated interactive engagement campaigns and contests, encouraging user participation, and fostering a sense of community among prospective students and their families.
