Advertising Campaigns + Results

For Summer/Fall 2024, we evolved our media strategy to be more intentional and audience-focused. Instead of a broad, full-funnel approach, we honed in on people who showed a real likelihood of enrolling—those whose attitudes, behaviors, and interests aligned with Dallas College.

We streamlined our media mix to efficiently reach all key segments, ensuring the right message hit the right audience at the right time. My team produced 350+ static and video assets, keeping content dynamic and platform-optimized.

This refined strategy led to measurable growth across key enrollment metrics:

✅ Enrollment increased by 4.5% year-over-year
✅ Applications surged +13% vs. 2023 and +12% vs. 2022
✅ Website traffic skyrocketed—unique users grew 61% YOY
✅ New leads increased by 41%
✅ 12% of leads converted during the campaign

The takeaway? Smarter targeting and creative alignment didn’t just boost awareness—they moved students to action.

To address the teacher shortage in Dallas County, Dallas College introduced its first four-year degree—a Bachelor’s in Early Childhood Education—requiring a strategic, multi-channel marketing effort to build awareness and drive enrollment.

My team collaborated with the School of Education and Enrollment Management to launch a high-impact campaign using:

• Targeted paid media
• Social media engagement
• Personalized emails
• Press releases & newsletters
• Direct text messaging

The impact:

✅ 2,500+ applications in six months
✅ 450+ students on the spring waitlist

This campaign positioned Dallas College as a leader in early childhood education and demonstrated the power of strategic marketing in driving enrollment growth.

In 2021, we recognized a decline in female student enrollment. To demonstrate our commitment to supporting female students balancing work and family, Dallas College launched a strategic marketing campaign to remove barriers and drive enrollment. My team developed a multi-channel approach focused on raising awareness of essential support services.

The impact:
✅ 13% increase in female student enrollment
✅ 846 additional re-enrollments through social media-driven outreach

This initiative reinforced Dallas College’s commitment to accessibility and student success, proving the power of data-driven, strategic marketing in driving enrollment growth.