CASE STUDY

CMU We Do Brand Campaign 2024-2025

Role: Social Media Strategist & Project Manager
Timeline: 6 months
Platforms: TikTok, Instagram, YouTube, LinkedIn, Facebook, X

What were our challenges?

  • 56% of Americans think that college is not worth the investment because students graduate with a lack of job skills and a large amount of debt (Wall Street Journal - NORC survey, 2023).

  • Declining enrollment - not from the previous fiscal year, but from previous decades.

What did we want to accomplish?

  • Showcase our graduates as being educated, experienced, and employed.

  • Tell our audience that a CMU education prepares you for a career.

What data did we measure?

Our dashboards included data from inquiry all the way to submitting a deposit to CMU after enrollment. Our main KPIs included:

  • Click through rate

  • Video views

  • Shares

  • Website sessions

  • New site visitors

  • Applications

Paid Broadcast and YouTube Ads

Paid Social

@cmuniversity

Congrats on the job at Eli Lilly, Erica! 🔥⬆️

♬ original sound - Central Michigan University
@cmuniversity

Ever wonder what a CMU commercial looks like behind the scenes? Come with Aaron to film our latest ad, and get relevant career experience while doing it!

♬ original sound - Central Michigan University
@cmuniversity

Did someone say confetti and jobs? 🎉 Bailey Badgero graduated from CMU with a job in supply chain management waiting for her in Augusta, Georgia! Congrats Bailey!

♬ original sound - Central Michigan University

Influencer Campaign

@dietitian.em.b 10 years ago I made the choice to go to @CMUniversity! #ad This was one of the best decisions I have made, and it is a big reason for my success today. I got real life experience working with people to improve their nutrition, which helped me be more skilled and confident when it came time to start my career as a Registered Dietitian. #CMUniversityPartner #CentralMichiganUniversity #FireUpChips #registereddietitian #dietitiansoftiktok ♬ LoFi Hip Hop Commercial - Milan Paloyannidis
@connor__tv What are the students saying about @Central Michigan University ? I found out and so can you in the link in my bio. #ad #LifeAtCentral #FireUpChips #CMUniversityPartner​ #fyp ♬ original sound - ConnorTV
@thalifeofrin Being a CMU grad = Doing big things!🔥👆 Exploring a career and a passion in college was key to my becoming who I am today and building the life I’ve created. Thanks to my unbeatable IPR degree and the incredible experiences I had with CMU’s Threads Fashion Show, life post-grad has been pretty sweet. ☺️ #ad @Central Michigan University #CMUniversityPartner ♬ original sound - Rin

What were the results?

Key Performance Indicators:

  • 59% increase in ad clicks

  • 39% increase in landing page sessions

  • 110% increase in landing page engagement

Marketing Awards: