SITUATION

During the pandemic, UW Tacoma's Professional Development Center canceled or postponed many of its programs or courses. As restrictions lifted, the PDC needed to increase enrollment in courses and certificate programs to help South Sound professionals continue to learn and advance it their careers. Without dedicated marketing support, they were unsure what the best course of action was to get the word out about their offerings and increase demand.

SOLUTION

Working with several UTW staff, I developed a campaign to offer short webinars that would give prospective students a taste of the courses before they needed to commit. Using a visually impactful design, content strategy, partnership with a local business magazine, and heavy email marketing, the PDC sought to expand its reach and increase interest in its programming.

RESULT

The campaign resulted in over 530% greater interest and attendance in the micro-workshops than the original goal. New users to the website increased 28%, LinkedIn followers increased 333% and YouTube views incrased 41%.