Content Strategy and Project Management

Content Strategist / Project Manager / Lead Writer and Editor
University of Oklahoma | 2022

Adult Degree Completion

During my last full year at the University of Oklahoma, a major focus of my effort included growing adult degree completion for the university.

The adult degree completion arm of the University of Oklahoma focuses on helping adult students complete often lifelong goals of finishing their degrees. This is done through the collaboration of many departments of the university, including the College of Professional and Continuing Studies, OU Online, and departments across campus.

Results

We were able to reach and exceed our goals in many areas despite an unprecedented number of challenges, including a need to reduce the budget overall.

We saw improvements in application > admit > enrollment rates across the board following a large marketing push from my team in spring 2022. The College of Professional and Continuing Studies also created five new degree completion programs to increase access to OU.

The timeframe was ambitious, requiring departments to work together in new ways.

Marketing Contributions

For marketing’s part, we:

• Conducted market research to determine student and workforce demand for proposed degree programs
• Worked with the Curriculum Services and OU Online teams to synthesize the market research for use in the application for program approval
• Developed website content in partnership with OU Online
• Created assets for landing pages and advertising campaigns
• Notified the media via press releases developed in cooperation with OU Online and MarComm

I personally served as the primary campaign manager, providing market research, planning, budgeting, writing, editing, targeting, and placement for our ads and content initiatives. It was one of my most rewarding experiences to date by far.

By the Numbers

5.3M

5.3 million people reached through digital ad campaigns

27K+

More than 27,000 people reached through the blog organically

186K+

186,302 people reached through the PACS website

4.2M

4.2 million people reached through organic social media

2022 Impact Report

View the full impact report to learn more about how my department furthered the goals of the University of Oklahoma in 2022.

Content Examples

The adult degree completion growth initiative included various assets for both digital and print media — from website redesigns and content creation, to updated print collateral, and everything in between. Some examples are below.