company

Moravian University

Responsibilities

Content Strategy
Copywriting (digital, print, social, video)

collaborators

Art Director
Web Developer
Career Strategists
Admission Counselors

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Moravian University engaged in an extensive market research study with Art and Science, a leading strategic consulting firm in higher ed. The final report focused on the university creating a distinct experience for our students and projected successful implementation would lift student yield by as much as 20%. Art and Science urged us to move boldly and swiftly in response to their recommendations. Thus, Elevate was born.

Tasked with developing the branding and marketing materials for Elevate while the tangible elements of the experience were still coming together, the marketing team needed to work fast and remain flexible. I crafted the language around Elevate from the ground up, often meeting with campus stakeholders to learn more about their ongoing efforts and programming. I wrote materials, such as brochures and webpages, to educate both internal and external audiences about Elevate—there were quite a few misconceptions that we needed to combat.

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To be honest, I wasn’t completely sold on Elevate until I sold it to myself through the narrative.

Instead of framing it as yet another program in a long list, I refocused Elevate to be “Moravian’s all-encompassing undergraduate experience.” It’s four years of challenging academics, engaging student life, the latest Apple technology, and hands-on career exploration and support. This allowed me to market existing programs, like our civic engagement opportunities and research projects, under the umbrella of Elevate, as it was all part of your four-year experience.

Working directly with Bowstring Studios on the storyboarding and animation, I wrote the script for our Elevate overview video and provided input on the creative direction. This video is shown during undergraduate admissions events and is used in our email communication flows to introduce the experience.

1.

Successfully integrated the Elevate narrative throughout our marketing materials, including the website, undergraduate viewbook, email communication flows to prospective students, and more, in time for fall recruitment. I’m continuously improving upon this narrative as more features of Elevate become concrete.

2.

Saw a 57% participation rate by first-year students of the Elevate career readiness digital badging system, Suitable, compared to an average participation rate of 35% for new programs, according to Suitable.

3.

Educated the campus community, including current students, admission counselors, and faculty about the Elevate experience through the creation of an Elevate handbook.