The primary objective is to enhance the digital presence and optimize admissions processes for Historically Black Colleges and Universities (HBCU) with a student population exceeding 14,000. The scope covers strategic planning, implementation, and monitoring of digital marketing campaigns tailored to attract prospective students and increase enrollment. The geography targeted with the campaign will be guided by past enrollment data as well as through identifying areas of opportunity. 1. Research and Analysis: • Conduct an in-depth analysis of the target demographic, including potential students' preferences, behaviors, and digital media consumption patterns. • Analyze competitors' digital strategies and identify areas for differentiation and improvement. 2. Strategic Planning: • Develop a comprehensive digital marketing strategy aligned with the university's goals and values. • Define key performance indicators (KPIs) to measure the effectiveness of marketing efforts, such as website traffic, lead generation, and conversion rates. • Create a content calendar outlining themes, topics, and distribution channels for digital content. 3. Website Optimization: • Audit the university's website to ensure it is user-friendly, mobile-responsive, and optimized for search engines (SEO). • Implement strategies to improve website performance, including faster loading times, intuitive navigation, and compelling calls-to-action. • Develop landing pages optimized for conversion to capture leads and encourage prospective students to take action. 4. Content Creation: • Produce engaging and relevant content tailored to the target audience, including blog posts, articles, videos, infographics, and social media posts. • Collaborate with faculty, students, and alumni to showcase the university's unique offerings, achievements, and culture. • Utilize storytelling techniques to highlight success stories, testimonials, and alumni achievements. 5. Social Media Marketing: • Develop and manage social media profiles across platforms such as Facebook, Instagram, Twitter, LinkedIn, and TikTok. • Create engaging social media campaigns to build brand awareness, foster community engagement, and drive traffic to the university's website. • Utilize targeted advertising to reach specific demographic segments and promote relevant content
