Baldwin Wallace University
Working in the Admission Office at Baldwin Wallace University allows us to leverage a strategic blend of digital marketing, content creation, and data analytics to drive recruitment success. Our focus is on meeting and exceeding recruitment KPIs—such as lead generation, conversion rates, and campus visit sign-ups—to ensure that Baldwin Wallace attracts and enrolls high-potential students. Here’s how each of our marketing skills directly supports recruitment efforts:
Established and Manage Baldwin Wallace's TikTok Presence
Instagram Management and Optimization
Campaigns
Automated Messages
Content Calendar Development and Scheduling
Created Baldwin Wallace Admission’s official TikTok page as well as assisted in teaching various departments how to launch theirs. This has positioned the university to reach prospective students on a key platform.
Establish and Manage BW’s TikTok Presence
Goals:
Increase Engagement Rate: Aim for a minimum 20% engagement rate on TikTok by leveraging trending content formats and student-centered narratives.
Grow Follower Base: Target a 30% quarterly growth in followers by staying responsive to trends and adopting influencer partnerships with current students or alumni.
Enhance Brand Affinity: Use TikTok to boost familiarity and affinity with Baldwin Wallace among Gen Z by highlighting unique aspects of the campus culture and academic programs.
Instagram Management and Optimization
Curated content themes and weekly posting schedules, balancing between Stories, Reels, and in-feed posts to maximize engagement.
Conducted A/B testing on visuals, captions, and hashtags to refine post strategies and boost organic reach.
Leveraged Instagram Insights to measure performance and adjust content strategies monthly.
Improve Engagement and Reach: Maintain an average post engagement rate of 8% by focusing on high-quality visuals and relatable student content.
Drive Traffic to Admissions Page: Generate at least 15% of website traffic from Instagram by optimizing captions with direct calls-to-action (CTAs) and promoting admissions deadlines and events in Stories.
Establish Consistent Branding: Ensure visual brand consistency across posts, fostering a cohesive and instantly recognizable brand identity.
Goals:
Campaigns
Part of the marketing team that helped conduct the “Confidence” campaign focused on building prospective students’ self-belief in their future success at Baldwin Wallace.
Implemented the social media marketing behind the “Visit Grant” campaign to encourage prospective students to tour Baldwin Wallace’s campus, with a financial incentive for participants.
Monitored campaign KPIs (e.g., engagement rate, application submissions) and adjusted messaging based on performance.
Analyzed conversion rates and adjusted campaign elements to improve effectiveness.
Goals:
Icrease Application Submissions: Target a 10% increase in applications by crafting messages that resonate with self-motivated, achievement-oriented students who are looking for their next step by finding their college community.
Build Emotional Connection: Drive higher engagement on Confidence campaign content by emphasizing stories of student and alumni accomplishments as well as stories from proud BW parents/guardians.
Enhance Brand Positioning: Establish Baldwin Wallace as a leader in student support and academic excellence, positioning the brand as a place where students build both skills and self-assurance.
Automated Messages
Segment students by application status (awaiting submission, incomplete, admitted, deposited, registered) and create tailored messaging flows for each group to increase relevance and engagement.
Develop a content calendar with clear CTAs for each audience segment, including reminders for missing materials, financial aid deadlines, deposit instructions, and holiday greetings.
Set up automated messages in the CRM for key deadlines and enrollment steps, like FAFSA reminders, scholarship updates, and decision deadlines, ensuring students stay informed.
Track engagement metrics (e.g., open rate, response rate) for each segment, using insights to refine message timing, frequency, and content based on audience responsiveness.
Increase Completion and Application Rates:
Drive a 10% increase in completed applications and document submissions by sending timely reminders to students with outstanding items.
Strengthen Student Connection and Engagement:
Maintain a 75% response rate on holiday and occasion texts, fostering a positive, supportive brand relationship throughout the admissions process.
Optimize Campaign Performance through Data-Driven Adjustments:
Continuously improve messaging effectiveness by targeting a 15% response rates through regular analysis and optimization of SMS KPIs.
Goals:
Content Calendar Development and Scheduling
Created and maintained a detailed content calendar to strategically schedule posts across all platforms, ensuring consistent and cohesive brand messaging.
Coordinated content release with key admissions dates and events, reinforcing Baldwin Wallace’s recruitment cycle.
Ensured cross-platform consistency and coordinated posts to support major campaigns.
Increase Consistency and Frequency: Maintain a posting frequency that keeps the audience engaged without overwhelming them, aiming for daily posts on TikTok and Instagram and 3–4 tweets per day.
Optimize for Peak Engagement Times: Use data insights to determine the best times for posting across platforms, maximizing each post's reach and engagement.
Enhance Cross-Channel Synergy: Create integrated campaigns where each platform complements the others, maximizing reach while maintaining a consistent brand message.