redesigning CMUiii’s digital strategy
The issue: We wanted to attract highly qualified students to the Carnegie Mellon University Integrated Innovation Institute’s (CMUiii) interdisciplinary graduate programs.
The dream team: The CMU admissions and marketing team and a third-party design firm.
My role: Marketing strategist, UX writer, and project manager.
The process: I conducted stakeholder interviews to redefine personas and establish customer journeys. I worked with a design firm to design an interactive experience for potential applicants, structuring a narrative roadmap that allowed users to self-identify goals and find the right CMUiii program for their aspirations. I wrote ad copy, a multi-channel messaging campaign, and website copy and labels.
The end result: The digital advertising overhaul resulted in four new landing pages and a suite of interactive ads, and generated record-breaking, high-quality leads during a time of historic enrollment downturn for our peers and competitors.
roadmap experience
We configured an interactive roadmap tool to recommend a CMUiii graduate program based on a user’s selection of skills and goals.
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We provided contextual details so that users can make informed choices throughout the roadmap (but they can always opt-out or change their minds about their selections).
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We wanted to give users multiple opportunities to identify and clarify their goals so we could give them the best-fitting recommendation; this approach allows us to collect meaningful data so that we can personalize future communications.
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When users reach the end of the roadmap, their recommended CMUiii program is revealed. The reveal page described the program format, opportunities, and alumni testimonies.
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advertising assets
I led an overhaul of our digital ad campaign assets. I brainstormed design concepts, wrote ad copy, and crafted messaging campaign.
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