C A S E S T U D Y
Bridging Teams at Washington and Lee University
How unified strategies and streamlined workflows drove record-breaking application growth.
Higher Education Enrollment Marketing
Washington and Lee University
wlu.edu
Washington and Lee University, a nationally ranked liberal arts institution, faced growing competition in the higher education landscape. Enrollment efforts were split between the Office of Admissions and the Office of Communications, resulting in fragmented messaging and inefficiencies.
When I stepped into the newly created Director of Marketing for Admissions and Aid role, my challenge was to unify these efforts, streamline processes, and create a strategic enrollment marketing approach. Tasks that were further complicated by the global pandemic and institutional scrutiny surrounding the university’s identity and history.
Despite these challenges, I worked to align teams, redefine workflows, and create campaigns that resonated with prospective students and their families. These efforts led to a 32.5% increase in applications from 2020 to 2021, significantly outpacing the national average of 17.8%.
Building Bridges Across Teams
Collaboration was at the heart of this transformation. To align the goals of Admissions and Communications, I focused on fostering trust and creating shared objectives. By leading joint strategy sessions and ensuring open communication, I bridged the divide between teams that had historically operated in silos.
I partnered with external vendors like Carnegie Dartlet to enhance these efforts and leveraged internal expertise in audience segmentation, data analysis, and creative design. These partnerships ensured a cohesive strategy that reflected W&L’s mission while addressing the diverse needs of its audiences.
Streamlining Project Management
One of my key initiatives was developing a custom project management database to streamline the production of enrollment communications. This tool included:
Clear workflows with defined deadlines for design, copyediting, and review.
Dynamic scheduling to adjust timelines without disrupting progress.
Integrated blackout dates to avoid bottlenecks during critical Admissions and Communications periods.
This system enabled the on-time delivery of over 50 concurrent projects, reducing production stress and improving efficiency across teams.
Crafting a Multi-Channel Marketing Strategy
To improve engagement and accessibility, I led the development of a multi-channel marketing approach that combined personalized and scalable solutions:
Targeted Communications: I designed email drip campaigns, segmented print mailings, and curated audience-specific messaging using Slate.
Cross-Platform Engagement: QR-coded mailers, geo-fenced digital ads, and redesigned print materials created a seamless journey for prospective students.
Virtual Recruitment: During the pandemic, I transitioned recruitment efforts to virtual platforms, including live info sessions, online tours, and direct messaging campaigns. These tools became permanent additions to W&L’s enrollment strategies.
This integrated approach not only increased accessibility for geographically distant and underrepresented students but also strengthened connections with families navigating the admissions process.
Redefining the Student Journey
A seamless user experience was essential for prospective students and their families. To achieve this, I led a redesign of W&L’s website:
User-Centered Design: Enhanced navigation and search functionality made it easier for users to find relevant information.
Unified Branding: Consistent design and messaging across web, print, and social channels created a cohesive experience.
Visual Storytelling: I redesigned the flagship viewbook, incorporating Lexington’s iconic brick sidewalks to highlight W&L’s connection to the community.
This redesign brought clarity to the admissions process and ensured that all touchpoints reflected W&L’s mission and values.
Fostering Trust Through Authentic Messaging
Amid institutional scrutiny and discussions about a potential name change, I prioritized authenticity in all communications. Stories from diverse students and alumni were featured to build emotional connections and trust with prospective families. Outreach materials also highlighted Lexington’s welcoming streets and tight-knit community, reinforcing W&L’s reputation as a supportive and inclusive environment.
Results
32.5% Increase in Applications: Outpaced the national average of 17.8%.
Streamlined Processes: Unified Admissions and Communications workflows, improving collaboration and reducing inefficiencies.
Enduring Solutions: Virtual recruitment tools and project management systems became integral to W&L’s enrollment strategy.
Stronger Connections: Authentic messaging and personalized outreach strengthened relationships with prospective students and families.
