Unifying Enrollment Marketing at Washington and Lee University

Washington and Lee University, a nationally ranked liberal arts institution, faced a challenge familiar to many universities: fragmented enrollment marketing. Admissions and Communications operated separately, leading to inefficiencies, inconsistent messaging, and missed opportunities to engage prospective students.

As the Director of Marketing for Admissions and Aid, I was tasked with unifying these efforts, streamlining workflows, and building a data-driven, multi-channel recruitment strategy—all while navigating the complexities of a global pandemic and institutional scrutiny.

The Solution: A Cohesive, Digital-First Enrollment Strategy

1. Bridging the Gap Between Admissions and Communications

I aligned enrollment marketing with institutional strategy by:

• Facilitating collaboration – Led joint strategy sessions to unify goals and streamline messaging.

• Enhancing audience segmentation – Partnered with external vendors (Carnegie Dartlet) to refine targeting, using data to personalize engagement.

• Developing cohesive storytelling – Ensured messaging remained consistent across digital, print, and social platforms.

2. Streamlining Project Management

Managing over 50 concurrent marketing projects required a structured approach. To address this, I:

• Developed a custom project management database that automated workflows, reduced bottlenecks, and kept deadlines on track.

• Created dynamic scheduling tools that adjusted timelines without disrupting progress.

• Integrated blackout dates to prevent production conflicts during peak recruitment periods.

3. Optimizing Enrollment Through Web & UX Strategy

Understanding that a seamless digital experience is key for prospective students, I led:

• A full website redesign – Improved navigation, search functionality, and accessibility.

• A branding refresh – Created a unified experience across web, print, and social platforms.

• A shift to visual storytelling – Redesigned the flagship viewbook, integrating imagery that connected W&L to its community.

4. Personalization & Multi-Channel Engagement

To connect with a diverse applicant pool, I developed a data-driven, multi-channel marketing strategy:

• Targeted email & print campaigns – Used Slate CRM to segment messaging and increase engagement.

• Cross-platform digital engagement – Integrated QR-coded mailers, geo-fenced digital ads, and redesigned print materials.

• Virtual recruitment innovations – Launched online tours, live info sessions, and direct messaging tools, permanently enhancing W&L’s outreach.

The Outcome: A Modern, Mission-Driven Enrollment Strategy

By aligning teams, optimizing digital experiences, and crafting personalized recruitment efforts, I helped Washington and Lee create a more cohesive, effective, and inclusive enrollment marketing strategy—one that not only increased applications but also strengthened W&L’s brand in a rapidly evolving higher ed landscape.