Rocky Mountain University Pathways Campaign

Position: Marketing Coordinator

 

Purpose: Build awareness for the different tracks available in various university programs.

 

Target Audience: Current and prospective students.

 

Platforms used: Youtube and Facebook

 

Statistics:

• Nine variations of the video ad were created for different programs and their needs.

• The best performing variation had a video played to completion rate of 32.94%.

• Average ad viewed to completion for the campaign: 15.52%.

 

My Role:

• Led the marketing team through the creative process for the campaign.

• Worked closely with content writer to co-write scripts.

• Took on a video producer role while working with an animation company to crate visual assets.

• Worked with a talent agency to record voiceovers.

• Oversaw creation of deliverables, sometimes acting as a video editor, and ensured completion by the deadline and that videos were properly distributed on Youtube and Facebook.

• Analyzed performance.