PAFA: Email Campaign
2020
The Pennsylvania Academy of The Fine Arts is the oldest fine arts college in the U.S, providing a rigorous traditional education blended with modern technology. During my time as the Senior Admissions Counselor, I redesigned our email marketing campaigns for prospective undergraduate students. This involved a restructuring of emails, the design of new templates, and a new language based on research and feedback from previous students.
Scope
Brand Strategy
Email Design
UI/UX Design
​
HTML & CSS
Marketing
More student
stories
Too many
emails
More student
work
To gain insight into what content contemporary prospective students are interested in, I crafted a survey that allowed newly accepted students to share their feedback.
From the responses, a small diverse group was selected for a group discussion.
Based on the feedback and application process, I mapped out a new streamline of emails that would provide students with a unique personalized approach to information and connectivity.
From the student journey, 4 stages of specific email campaigns were created. Each category is based on the position of the student in the application process, from name purchases, inquired students, in-process applicants, and accepted students.
Each campaign delivers information in an organized, timely sequence. Each email is customized for domestic, international, or transfer students.
Each template was designed using HTML & CSS in the email and communications section of PAFA’s CRM.
Every email matches PAFA’s graphic identity while showcasing current student work and facilities.
After 6 months, the new campaigns had an average open rate of 28%, with the accepted student campaign averaging a 60% open rate.
