The #AdmissionsTips campaign, developed while working in Boston University’s Office of Admissions, is an example of my work using inbound marketing (the idea that you should attract customers through content that is useful and helpful).
It’s no secret that the target audience of anyone working in admissions is prospective students. With that in mind, I collaborated with our marketing team to create weekly admissions tips – graphics that included information pertaining to the college search process. Our messages centered around tips for researching colleges, visiting campus, standardized testing, and filling out an application, and we rolled out these images at times when the content would be most relevant. For example, summer is a popular time for high school students to visit campus so we might share a post addressing that topic then. But in the fall, students are focused on filling out applications so advice on writing a college essay might be more appropriate. Though the tips didn’t promote Boston University directly, graphics were always branded with the BU Admissions logo and often included photos of our campus. All of the content was tied together with the hashtag, #AdmissionsTips.
Our #AdmissionsTips have proven to be popular not only with high school students but guidance counselors as well. In 2016, these posts saw more than 6,100 engagements, including 125 shares, and reached more than 551,100 people. To see additional examples, check out the hashtag on Twitter.