Playing a pivotal role in October's designation as the application fee waiver month in Michigan, I actively led a targeted organic social media campaign as part of our comprehensive marketing strategy. Strategically crafting compelling content that highlighted the cost-free application period, we integrated the Halloween theme to capture attention in the oversaturated higher education social media landscape.

Recognizing the need to stand out, we devised a series of engaging videos inspired by popular horror films, seamlessly blending a strong call to action with the relatability of horror themes and our brand's hallmark touch of humor. The results were exceptional—our Instagram profile views surged by 40%, and conversions skyrocketed by an impressive 925% month-over-month. Our TikTok presence witnessed substantial growth with a 94% increase in reach, a 99% boost in reach per video, and a remarkable 385% surge in shares.

This multifaceted strategy not only contributed to substantial gains in reach and engagement but also demonstrated a tangible impact on application numbers. The campaign played a key role in achieving notable year-over-year increases in applications for our main campus (28.6%) and our online offerings (33%), underscoring the effectiveness of our innovative and results-driven approach.

Awards

We have received the following marketing awards for this campaign:

• AVA Digital Awards 2024 Platinum Winner