University of Northern Iowa
As a communications + marketing manager for the Office of Admissions at UNI, I wear many hats. The primary focus of all I do is the recruitment of prospective student audiences (freshmen, transfer and international) through marketing. Coming off a recent rebrand, I’ve spent the past four years overseeing and completing the creation of a variety of deliverables, including seven yearly publications, hundreds and hundreds of CRM-driven emails (+ 15 journey communication flows), a new admissions-specific website, multiple self-mailers and postcards, dozens of handouts and more. The work couldn’t be completed without the collaboration with director of admissions, Marketing Cloud specialist, other graphic designers, photographers/videographers, the visits team and fellow marketers across campus.
/ Direct Mail / CRM Emails / Social Media / Publications / Handouts / Web
ROLE:
+ Art Direction
+ Design
+ Marketing Planning
+ Copywriting
+ Project Management
DIRECT MAIL
I oversee all mailer efforts related to admission and enrollment to UNI. This includes mailers related to visiting campus, applying for admission, accepting an offer of admission, financial aid and scholarships, orientation registration and more. Audiences include students (high school sophomores, juniors and seniors, transfers, and international) and their respective parents.
Why UNI Mailer
This particular mailer was to students admitted to the university. It included a variable information spread that included specific major information. For this project, I designed 17 academic “theme” spreads, alongside the three static spreads and wrote copy for the 90+ majors featured.
Invest in You Postcard
This particular postcard was focused on the value of a four-year education and the ways UNI strives to make an education at our university affordable.
Push-To-Commit Postcard Series
Focused on a student’s upcoming next steps and deadlines, these mailers encourage students to accept their offer of admission.
Personalized Out-of-State Scholarship Postcards
Sent to students from neighboring states, this postcard specifically highlighted the student’s home state and the automatic $5,000 scholarship available to them as an out-of-state student.
Targeted Yield Mailer Series for Admitted Students – Wilson College of Business
Sent to students admitted to the university who had indicated one of the fourteen Wilson College of Business’ programs as their intended major. Mailers highlight why UNI is the ideal place to pursue each specific major, sharing unique opportunities, faculty expertise, and career pathways.
Admissions Website
A small sampling of the webpages at admissions.uni.edu. As the manager of the Admissions webpage for the university, I create and maintain all the pages under our area. I oversee the navigation strategies, content, layout and more within our Drupal platform.
Why UNI and Student Testimonials pages
Transfer Student Travel Guide
Flyers
A very small sampling of our Admissions-based emails. All emails to prospective students are written, created and managed by me using Salesforce Marketing Cloud. The mobile-friendly graphics and gifs and email layouts are created by me. I also determine the topics discussed, the frequency of emails and the journey flow. The building of the journey is done by our CRM team.
Prospect/Art Design Major + Extracurricular: Outdoor Recreation and housing emails
DIGITAL + SOCIAL MEDIA
The Admissions Facebook account, including posts, events, stories and events are all managed by me. I also contribute to a private Instagram account for admitted students. Any recorded video footage/reels or student takeovers are managed by a fellow admissions employee.
Next step post graphics + Facebook Live event graphics + Event Branding + Various story graphics
EVENT BRANDING
Visual Identity for UNI Admissions Visit Days
To support a wide range of campus visit experiences—including Daily Visits, Admitted Student Visits, flagship Panther Visit Days, and specialty events like Health & Human Sciences Visit Day and Made to Teach—a cohesive and instantly recognizable visual identity was developed. This flexible branding system was applied across all event touchpoints, from email and registration graphics to social media promotions, lanyard tags, and day-of agendas, ensuring a consistent and engaging experience for prospective students.
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