2024 SUMMER/FALL ENROLLMENT CAMPAIGN
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 increased —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.
PROGRAM-SPECIFIC CAMPAIGN: Bachelor of Early Childhood Education program
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.
PROGRAM-SPECIFIC CAMPAIGN: Targeting Female Students
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.
My Role in Video Production
I work closely with videographers, designers, and editors to create videos that align with our brand and marketing goals. My role includes developing concepts, writing scripts, selecting talent, choosing music, and providing feedback throughout the editing process.
Whether it’s a promotional video, a brand campaign, or student storytelling, I focus on making sure the content is engaging, clear, and effective. By balancing creativity with strategy, I help produce videos that connect with our audience and support our broader marketing efforts.
Dallas College Video Shoot
March 2021