Brandman University now UMass Global

UMass Global formerly Brandman University a private nonprofit university geared towards the adult learner going back to school. Recently restructured social position to incorporate organic and paid social media to create a holistic approach with tactics throughout the marketing funnel.

Organic Social

  • Apply Now Campaign

    University was looking to produce more student applications out of organic social. Developing simple imagery and create urgency with a CTA in the captions to apply now.

    After 6 months saw a 75% increase of applications created from previous period.

  • DYK

    University was looking to increase organic awareness. The Did You Know campaign showcases key selling points of the university

    Resulted in 15% higher impressions compared to other awareness campaigns

Paid Social Media

  • LinkedIn Lead Ads

    After engineering the Zapier connection between LinkedIn and Sales force for 8 months successfully connected and have increased LinkedIn leads by 10% after one month.

  • Blog - Prospecting

    Objective of university blog is to increase traffic and grow retargeting pools for down funnel tactics. After adding blog to prospecting in the first month saw an increase by 22% CTR and traffic.

Strategy

  • Social Calendar

    Designed a 12 month social calendar with relevant and lead driving holidays. Refresh monthly to plan ahead and record recommendations and learnings for the next year.

  • Social Playbook

    Carefully curated with agency partner a social playbook for the foundation of social department in 8 months. Chapters include post escalation process, social calendar, reporting and more.

  • Social Policy

    Drafted and circulated best practices of social use of Brandman properties as well as personal properties and events. Resulted in high employee advocacy and confidence.

    Authored and advocated for university social policy for employees drafted in 2 months and passed in 3 months. The quickest policy approved in company history.

Community Management

  • DEI

    In 2020 there were several cases of DEI instances among students. Designed a escalation process with social listening and partnered with public affairs designing hold statements and amplifying plan of action when appropriate. Deescalating cases resulted in standard protocol.

  • Student Service

    Utilizing social media management tool to respond to students averaging 8 hours reducing response time by 40 hours by creating a bot with FAQs for self service.

  • Message Trend Reporting

    Created innovative trend reporting to measure to understand message trends to create FAQs and share with leadership.

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