Integrated Marketing to Military Audiences - Webster University

Providing Writing, Producing and Campaign Support

Situation: Webster University has served military communities for over 100 years, and was seeking to (1) increase visibility with military audiences, and (2) drive enrollment prospecting through paid digital marketing.

Research / Analysis: Following a University-wide website resign, messaging to target military audiences was confusing to target customers. 

UX / UI considerations: Focus on getting users to information about their programs of interest and relevant services through a community-based portal; headlines and website copy that spoke more directly to target customers; elimination of "stock" imagery -- all images on the new site are Webster students, faculty and alumni.
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​Solution: Implementing Google Analytics 4 (GA4) on allowed us to track user behavior and performance of email and sponsored content campaigns.

Website content prior to conversion, Summer 2021

New Website Landing Page

Copywriting, UX design, SEO and accessibility updates, in collaboration with Web Content Developer.

Visit Site (external link)

Website resign, Dec 2021

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Article - ​Sponsored Content

As part of the advertising campaign, two tentpole sponsored content articles were released at key enrollment times.

For the article "5 Steps to Transfer Your Military Training into College Credits," published by military.com, I conducted research, interviewed the subject matter expert (James Meadows), provided copywriting and story outlines, advised on article presentation and html template design. Final copywriting was performed by the editorial staff at military.com.

article page 1

article page 2

article page 3

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Email Marketing

The University's advertising partnerships allowed for sending promotional emails to targeted military audiences.

Rather than simply using the vendor's stock template, I worked with the Web Content Developer to edit and customize our email template. 

I provided copywriting and UX design for the template that was the basis for several  

html email template, rendered:

Provided copywriting and UX design on marketing email military audiences.