Enrollment Social Media
Since taking over social media direction for Pacific’s Enrollment channels in March 2020, my strategies for Instagram, TikTok, Facebook and YouTube resulted in growth that was scalable and consistent.
April 2020 - February 2024
New Fans, Followers
& Subcribers
4.3K
Page, Profile &
Channel Impressions
8.7M
Page, Profile &
Channel Reach
6.9M
Total TikTok, Reels & Video Views
2.7M
Total TikToks, Posts & Videos Published
1.7K
In June 2023, I spearheaded the strategy to merge the Enrollment and University flagship YouTube channels, and in February 2024, led the merger of the Instagram and Facebook accounts.
Admission Instagram
Growing the University of the Pacific Admission Instagram account was a labor of love. When I arrived in 2020, the account had been dormant for two years prior. I created a strategy and built a team of specialists and student workers, who helped increase engagement and gain followers until the merger in February 2024.
April 2020 - February 2024
Net Followers
+2.8K
1,403% growth rate
Profile Reach
2.9M
291.5% growth rate
Profile Impressions
5.1M
10,176% growth rate
Post Impressions
914K
1,953% growth rate
Post Engagement Rate
10.8%
Admission TikTok
The Admission TikTok channel launched in July 2021, and after experimenting with various tactics for one year, I implemented a new strategy in August 2022 to increase views and engagement. In late 2022 and early 2023, we experimented with ads that we produced in-house to generate admission applications for fall 2023. The metrics below reflect the increased reach from the budgeted campaign.
August 2022 - July 2024
Video Views
2.3M
356.5K% growth rate
Seconds Watched
3.9M
70.3% growth rate
Profile Views
22K
996.9% growth rate
Post Reached Audience
1.9M
1,137.1% growth rate
Net Followers
+517
33.2% growth rate
Engagement Rate
3.55%
The @tigerterritory account was not included in the merger with University flagship social channels and we continue to post trending, authentic and student-generated content in collaboration with Student Life.
Admission YouTube Channel
From March 2020 to May 2021, the Admission YouTube channel mainly served as a catalog of videos and less as a social platform. Optimizing the channel in June 2021 was a good learning experience for my team — tactics included performing a SWOT analysis of peer schools’ channels, re-branding, incorporating SEO and devising a strategy for sharing content on multiple platforms. After two years of rapid growth, the Admission channel merged with the University flagship channel in June 2023.
June 2021 - June 2023
Video Views
113K
895% growth rate
Hours Watched
2.4K
322% growth rate
Impressions
963K
1,105% growth rate
Videos Published
161
302.5% growth rate
Net Subscribers
+429
615% growth rate