CLASS OF '25 STUDENT JOURNEY
Johns Hopkins University Admissions
Welcome To The Nest
Johns Hopkins University has a larger-than-life reputation for excellence and innovation. We helped make the undergraduate experience feel relatable and welcoming to high schoolers by emphasizing community and student agency. Each touchpoint along the prospective student journey had a purpose, and I provided copy for each piece. I curated and edited features for a community lookbook, scripted an admitted students welcome video, and wrote copy for the admitted students microsite, among other deliverables.
Script: Leo Cunningham; Video Production: Michael Farina
Campaign Video, Web Copy, Print, Email, Editorial
We created a drip campaign to engage college juniors and seniors with content geared towards which phase of the college search was relevant to them. Emails drove prospective students to landing pages with introductory content, helpful admissions tips, and a clear call-to-action.
We sent an application tips mailer and an interest-specific academic view book to every prospective student who shared their information during the initial email campaign.
We sent an impressive 50-page look book, full of student-stories and community accomplishments to each admitted student.
We created a microsite for admitted students, complete with an interactive campus map and inspiring stories about their soon-to-be peers. Then, we sent a Welcome Box in the shape of a nest and full of Hopkins spirit and swag. Each box contained a personalized letter written by a current student.