Navigated post-COVID workforce challenges by restructuring a department and aligning team roles with shifting market demand and institutional strategy

Leads a content marketing strategy across three college admissions sites that delivered a 74% increase in site visits, a 14.4% drop in bounce rates, and a 61% rise in organic traffic YoY, leveraging HubSpot integration, SEO enhancements, and paid media plans

Implemented an audience-driven content strategy, migrating thousands of webpages to optimize usability across both external-facing websites and the internal intranet

Managed the College-wide transition to an AWS cloud environment, giving the Rollins web team full site ownership and decreasing build and deployment speeds

Worked with my team, a vendor, and the campus community to smoothly and successfully migrate a large portion of the Rollins website off an on-premises hosted CMS to a cloud-hosted CMS

Delivered two high-impact marketing websites in six months for Rollins' graduate and adult education programs, leading digital strategy and deployment—resulting in a 17% increase in visits and 22% growth in organic search traffic in the first year

Collaborates with SEO, social media, and videography team members to support strategies, assisting in messaging, approvals and implementation

Owns strategic execution and optimization of a $165K annual advertising budget across TikTok, Meta, YouTube, and Google Search; FY24–25 campaign results matched or outperformed industry averages with a 6% CTR, 4.2% CVR & $18.04 CPC

• ​Team’s success with TikTok, both organically and paid, has caught the attention of TikTok’s U.S. brand partnerships team, earning Laura an invitation to their first #TikTokEdu summit at their New York City headquarters in 2023.

Drives Gen Z and parent engagement through strategic video content creation, boosting YouTube views by 162%, watch time by 77%, and subscribers by 26% year-over-year

Continuously adapt digital marketing strategies as our audience’s preferences shift

Developed a pilot digital marketing strategy, offering a more cost-effective solution over external, agency support

Onboarded and implemented HubSpot for the Marketing team’s use in enrollment campaign marketing

Regularly reviews and reports on campaign key performance indicators to leadership tying them to business objectives

Manages College Meta and Google advertising strategy

Campaigns of note:

• Piloted a new geographically targeted enrollment campaign based on where Admission counselors travel to meet students, but Rollins had not done additional marketing in those markets. Ran an A/B 12-sequence email campaign in HubSpot with supporting 4-week Facebook & Instagram ads to 65,000 individuals to generate leads for Admission. Our internal campaign, in these new markets, received a 9 percent response rate, outperforming a similar campaign our agency runs in our major markets, which received an 8 percent response rate.

• Established a video strategy to authentically introduce students to Rollins and answer their most important questions in the college admission process. Partnered with talented current students to develop vlog-style videos across dining and living options on campus, making friends, staying active, navigating Covid on campus, and more. These videos were extremely successful with prospective students and families.

Guided a summer internal cohort of 10 marketers through the Facebook Blueprint courses 

Developed a social media strategy to engage and attract new students to the college

Analyzed social media engagement metrics and traffic, monthly to measure the effectiveness of strategy and ROI, making necessary adjustments to meet changing audience preferences

Led an internal resource group of 50+ social media managers across campus to implement brand’s strategy

Provided strategic leadership for marketing, internal, emergency, and presidential communications plans

Campaigns:

• Developed a content strategy to show the real student experience to prospective students with #RollinsLife and a student social media ambassador program. Recruited dozens of student ambassadors to share their #RollinsLife through posts on social media, which are then curated for RollinsLife.com. Following a semester of strong engagement, RollinsLife.com was launched to all students in the Rollins enrollment database via an email campaign. Rollins Life is now integrated into the flow of admission communications from first touch to acceptance and deposit.

• To target current and prospective students via Snapchat, their preferred platform, we first had to grow our audience. Developed a Snapchat campaign leading up to Fox Day to attract new followers, resulting in a 170 percent growth in followers. Daily content was then curated from student ambassadors to share the student POV for prospects. Views of Rollins’ stories increase month over month.

• An example of one of the many mini-campaigns ran weekly on Rollins’ social media to attract and inspire new students: Shared the 4-year college careers of eight graduating seniors on the college’s four main social media accounts leading up to graduation. The campaign reached 179,143 people and garnered 14,347 engagements, and an 8 percent engagement rate, which surpasses all industry standards.

• With a goal of reaching 10,000 followers on Instagram, the main channel for engaging prospective and current college students, we created an on-brand giveaway to encourage more follows of our audience. We reached our goal 2-months early and are now able to serve content on our Instagram Story that allows viewers to swipe up and go to a website for more information.

• With the above goal achieved, my coordinator was able to produce higher quality content to share our editorial team’s content on Instagram Stories. These Stories rose Instagram as a referrer to the College’s blog from #42 to #5, increasing traffic by 9,033 percent within the Spring 2019 semester.

Serves as a Public Information Officer and consults campus leaders during emergency and crisis situations: see higher education-specific FEMA Emergency Management Certifications below. PIO team anticipates and addresses emerging policy, crisis, and reputation issues that can affect the College.

Worked closely with College president to develop his own brand communications plan