Digital Engagement
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The YouVisit virtual tour was borne of necessity in 2020, when the University of the Pacific campus was closed and tours were not offered. In November 2021, we started production on Phase 2, which added interactive content, glimpses into far more areas of campus, supplemental video and photo content, and the ability to capture leads. The newly imagined tour launched on March 15, 2022.
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Brand awareness
Campus tour signups (Phase 2)
Lead generation (Phase 2)
Website visits
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Creative direction
Platform integration
Project management
Scriptwriting
Vendor liaison
Video crew direction
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As of August 2023:
The tour had 16.3K visits, a 31% growth rate since the March 2022 re-launch. This compares to 5.8K visits to peer institutions’ virtual tours — a 112% difference.
12% of users submitted an inquiry form
The average visit time was 5 minutes, an increase from 4.5 minutes over the Phase 1 tour
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CampusReel is a college search website that features student-generated video content. Student volunteers and student workers create videos about University of the Pacific from their perspective, increasing brand awareness with the authentic student voice.
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Brand awareness
Website visits
Lead generation
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Strategy
Data analysis
Platform integration
Project management
Vendor liaison
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Since the April 2020 launch:
173 student videos uploaded
7.2K video views
2,924 first-year, transfer, graduate and parent leads generated
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The CampusReel virtual tour is a newer project that came about as a cost-saving effort in anticipation of an expensive YouVisit renewal. My team shot 360-degree videos across campus and incorporated student video content that already lived on the CampusReel platform. The tour lives on the University of the Pacific CampusReel profile and is embedded on web pages on Pacific.edu as a way to capture leads. As a bonus, we repurposed the 360-degree videos and added them to Google Streetview.
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Brand awareness
Campus tour signups
Lead generation
Website visits
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Prospective students
Parents
Educators
Public
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Budget oversight
Creative direction
Project manager
Website integration
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ZeeMee is a social media platform that allows counselors and student ambassadors to interact authentically with prospective students, showcase Pacific’s community and culture, drive engagement and build affinity.
Counselors and student ambassadors can chat with high school students in all stages of the enrollment funnel in custom chat channels and host live virtual events.
Prospective students can find friends, chat with each other and search for roommates.
ZeeMee provides actionable, real-time data that give us insights into student interests, sentiment and intent to convert.
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Brand awareness
Engagement
Nurture audience
Conversions
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Engagement strategy
Data analysis
Content direction
Vendor liaison
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2024 Cohort (as of May 20, 2024):
6,424 followers (+14% from 2023)
5,123 organic followers (+224% from 2023)
5,039 community match followers (+12.1% from 2023)
Conversion rate of ZeeMee followers:Inquiry to applicant: 30.99% vs. 15.2% for students not on ZeeMee
Applicant to admit: 98.95% vs. 98.37% for students not on ZeeMee
Admit to commit: 17.6% vs. 8.1% for students not on ZeeMee
Commit to enrolled: TBD
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The UC Merced digital viewbook was created on a platform called Foleon, which allowed us to take the printed 2020-21 Admission Viewbook and rethink it as an interactive digital publication. Links to the viewbook were shared in emails and newsletters, and recruiters were able to easily share it with prospective students, parents and counselors. Foleon regularly uses this project in case studies, and I also implemented the platform at University of the Pacific, where our first project is converting a viewbook for Eberhardt School of Business.
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Brand awareness
Digital accessibility
Engagement
Website visits
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Prospective students
Parents
Educators
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Copy writing
Creative direction
Platform integration
Project management
Vendor negotiation