PROJECT STAGE 5 : COMPREHENSIVE DIGITAL MARKETING STRATEGY & PRESENTATION 1 UAB Collat School of Business Digital Marketing Review Sarah L. Minor , M.S., M.B.A. Candidate Collat School of Business, University of Alabama at Birmingham MBA 657 - QL: Special Topics in Digital Marketing Parker J. Woodroof , Ph.D. May 1 , 2025 PROJECT STAGE 5 : COMPREHENSIVE DIGITAL MARKETING STRATEGY & PRESENTATION 2 I. Executive Summary The Collat School of Business is at a defining moment — not just to market itself, but to reshape the way prospective students experience its brand. Today's students are n o t looking for a list of programs. They a re looking for connection, for authenticity, and for proof that their future can start here. This digital marketing strategy pulls together deep audit work, market research, and creative thinking to meet that need head - on. At its core, the strategy introduces a bold, emotionally resonant campaign: " Your Future Starts at Collat." This is n o t a marketing slogan — it i s a promise. Through a focus on authentic storytelling, immersive technology like VR campus tours, and AI - driven personalization, we a re not just informing prospective students — we a re inviting them into a community where ambition meets action. The audit findings made it clear: while Collat’s programs, faculty, and outcomes are strong, the digital experience doesn’t fully capture the energy and opportunity students feel once they a re on campus. Current digital touchpoints are heavily informational — they tell students what Collat offers, but not why it matters to them personally. Meanwhile, competitor schools are leaning heavily into personalized, tech - driven marketing, raising the stakes for attention and engagement. This campaign closes the gap with a clear, three - pronged approach: storytelling, technology, and strategy First, we lead with storytelling. Real student journeys — first - gen trailblazers to transfer students and career - changers — will be front and center These are not generic success stories. They are honest, relatable narratives that build trust and emotional connection. We lead with humanity, not just headlines. PROJECT STAGE 5 : COMPREHENSIVE DIGITAL MARKETING STRATEGY & PRESENTATION 3 Second, we activate technology. VR campus tours, AI - powered FAQs, interactive quizzes, and dynamic social content create immersive, personalized touchpoints from the very first click. This is not about flashy tech for tech’s sake — it is about removing friction, building excitement, and converting interest into action , giving students the tools to explore Collat on their own terms. Third, we ground everything in strategy. Every message, every campaign asset, every interaction is aligned with SMART goals — driving inquiries, boosting engagement, and converting interest into action. And it is all backed by KPIs that tell us what is working, what is not working , and where to optimize in real time. The target audiences are clear: high school seniors (especially first - generation students), community college transfers, and early - career professionals looking for graduate opportunities. Supporting audiences like parents and regional employers will also be engaged strategically to strengthen the influence chain. Over the six - month rollout, Collat will transform from a school that "informs" to a school that "connects." Inquiries will rise. Engagement will deepen. But more importantly, prospective students will feel that Collat sees them — and see themselves choosing Collat in return. In short, the recommended strategy for Collat is to lead with emotional storytelling, integrate technology for deeper engagement, personalize outreach to segmented audiences, and establish a consistent system of performance tracking and optimization. This approach will ensure both short - term wins and long - term brand leadership. PROJECT STAGE 5 : COMPREHENSIVE DIGITAL MARKETING STRATEGY & PRESENTATION 4 II. Audit Findings A com prehensive SWOT analysis of the Collat School of Business revealed several critical insights that inform this digital marketing strategy. Among Collat’s key strengths are its AACSB accreditation, innovative degree programs, strategic location within Birmingham’s business district, and faculty excellence. These elements position Collat as a leading choice for students seeking practical, real - world business education closely connected to professional opportunities. However, despite these strong institutional assets, Collat is missing opportunities to connect emotionally The storytelling is not front and center. Much of the current website, social media, and email communication is heavily fact - based, missing opportunities to create emotional resonance through student narratives or alumni success stories. Additionally, Collat’s digital platforms underutilize emergi ng technologies such as AI personalization and virtual reality experiences, creating a less dynamic and i mmersive user journey compared to peer institutions. The external environment presents meaningful opportunities. By incorporating VR campus tours, AI - driven engagement tools, and authentic, story - driven content across channels, Collat can significantly enhance its visibility and deepen prospective student en gagement. There is a rising expectation among prospective students for interactive, personalized digital experiences; Collat is well - positioned to meet and exceed these expectations with strategic innovation. Nonetheless, several threats must be considered. Peer institutions with more sophisticated digital marketing infrastructures already leverage VR, predictive analytics, and robust content marketing strategies to attract similar student demographics. Additio nally, the increasingly PROJECT STAGE 5 : COMPREHENSIVE DIGITAL MARKETING STRATEGY & PRESENTATION 5 limited attention spans of digital audiences create urgency for Collat to modernize its storytelling techniques and digital touchpoints to prevent engagement loss and application drop - offs. III. Gap Analysis The gap analysis highlights three critical areas where Collat’s digital marketing efforts currently fall short of maximizing their potential. First, there is a notable lack of content personalization. Current communications often treat prospective students as a single, uniform group rather than addressing the diverse needs and aspirations of segmented audiences such as first - generation college students , transfer students, or working professionals. This limits the emotional relevance of messaging and reduces its impact. Second, there is limited technology integration within the existing digital ecosystem. The absence of AI - powered engagement tools, dynamic content recommendations, and virtual reality experiences results in missed opportunities to captivate and retain pros pective students. As competitor institutions increasingly invest in these technologies, Collat must move quickly to bridge this gap. Finally, storytelling execution remains underdeveloped. While Collat’s brand possesses inspiring student and alumni stories, these narratives are inconsistently surfaced across digital channels. There is a clear opportunity to build a robust storytelling p ipeline that elevates authentic experiences and more vividly showcases the transformative journey students undergo at Collat. Addressing these gaps is crucial. By investing in technology, personalizing communications, and committing to consistent, human - centered storytelling, Collat can PROJECT STAGE 5 : COMPREHENSIVE DIGITAL MARKETING STRATEGY & PRESENTATION 6 strengthen its brand, increase inquiry and application rates, and position itself as a leader in innovative business education marketing. IV. Campaign Details with Storytelling and Technology Integration Storytelling The heart of the campaign, “Your Future Starts at Collat,” is built around one simple idea: prospective students are not just looking for a degree — they are looking for a future they can actually picture. This campaign is rooted in the belief that marketing is not just about promotion — it is about connection. Th e narrative behind this campaign is designed to reflect the mission and values of Collat by telling real stories from real students. Whether it is a first - generation college student navigating their first semester, a transfer student finding community, or a career - switcher pursuing a second chance , these voices anchor the campaign. They embody Collat’s values of innovation, integrity, and impact — not just in theory, but in lived experience. This narrative is not aspirational fluff. It is grounded in what makes Collat different: support , challenge, and transfor mation. Through storytelling, the campaign does not just promote the school — it invites prospective students to imagine themselves as part of something meaningful. Campaign Goals This campaign is designed with clear, measurable goals that ensure it delivers real results. Over the course of six months, the primary objectives include increasing prospective student inquiries by 25%, improving prospective student inquiries by 25%, improving social media engagement by 40%, and achieving a 20% completion rate for the new VR campus tour. Additionally, the strategy aims to improve inquiry - to - application conversion rates by 10% and grow the prospecti ve student email list by 15%. These objec tives follow the SMART framework PROJECT STAGE 5 : COMPREHENSIVE DIGITAL MARKETING STRATEGY & PRESENTATION 7 — specific, measurable, achievable, relevant, and time - bound — and are tied to campaign analytics that will be monitored and optimized throughout the rollout. Target Audience This campaign focuses on three core audience segments , each with distinct needs and motivations. First are high school seniors, with a particular emphasis on first - generation college students and underrepresented communities. This group is looking for belonging, accessibility, and the promise of personal and professional growth. Second are transfer students, who often juggle school, work, and family responsibilities. They want a smooth transition, flexible programs, and proof that the investment is worth it. Third are career - switchers and early - to mid - career professionals pursuing graduate education. These individuals are focused on ROI, career advancement, and Collat’s proximity to Birmingham’s professional network. In addition to these core segments, the campaign also considers secondary audiences like parents — who play a key role in undergraduate decision - making — and regional employers who influence or sponsor graduate enrollment. Each content touchpoint is tailored to the values and decision - making styles of these different a udiences. Technology Integration If Collat wants to lead in a competitive higher education market, technology can't just be a feature — it has to be part of the experience. Today's prospective students expect dynamic, personalized digital journeys. They don't want to scroll through static pages or generic marketing. They want interactions that feel immediate, immersive, and tailored to their needs. That's where the right technology comes in — not as a gimmick, but as a strategic tool to create PROJECT STAGE 5 : COMPREHENSIVE DIGITAL MARKETING STRATEGY & PRESENTATION 8 connection and drive action. This campaign integrates three key technologies that will reshape Collat’s digital presence: First, AI - driven content and chat experiences. By incorporating an intelligent chatbot on the admissions pages and key landing pages, prospective students can get fast, personalized answers to their questions — whether it's about application deadlines, scholarship options, or program differences. AI can also drive content personalization, suggesting programs, events, or resources based on what users click or engage with on the site. Second, Virtual Reality (VR) campus tours. While many students value campus visits, not all can easily travel. An interactive VR tour — accessible from desktop or mobile — gives prospective students a way to explore UAB ’s vibrant, modern campus from anywhere. This feature will not only set UAB apart from slower - moving competitors but also create longer, deeper engagement on the website (a major factor in driving applications). Third, predictive analytics and optimization. Behind the scenes, Collat’s marketing team will have access to more than just surface - level metrics. By integrating tools like GA4 (Google Analytics 4) and CRM data, the team can track prospect behavior patterns, identify high - intent users, and adjust messaging, timing, and targeting to optimize performance throughout the six - month campaign. When combined, these technologies don’t just modernize Collat’s marketing — they turn every touchpoint into an opportunity to spark curiosity, build trust, and move prospects closer to saying “yes” to Collat. Tech alone isn’t the answer. But smart, strategic integration of technology — done in a way that feels human, accessible, and helpful — is what will turn Collat’s brand promise into a living, breathing digital experience. PROJECT STAGE 5 : COMPREHENSIVE DIGITAL MARKETING STRATEGY & PRESENTATION 9 Content Plan This campaign is not just built to sound good — it is built to work. The content plan translates the storytelling, tech, and strategy into action: scroll - stopping posts, personalized emails, immersive website experiences, and community - driven storytelling that keeps prospective students engaged beyond the first click. The content plan kicks off with a student - led social series “Your Future Starts Here” — a collection of real Collat student journeys, delivered through short - form video, photo essays, and takeover - style Instagram Stories. One example: A first - generation student shares a “day in the life” montage, balancing classes, a part - time job, and mentorship. It is real, relatable, and made to be shared. Instagram Reels and TikToks will use trending audio to spotlight faculty advice, student startup wins, and behind - the - scenes moments from Collat events. Posts will not be promotional — they will be personal. A segmented email campaign walks prospective students through the full journey — from “just browsing” to “I’m ready to apply.” Each sequence is tailored to who they are: first - gen, transfer, or career - switcher. Welcome email: “Your future just got closer.” Links to personalized quiz and VR tour. Follow - up drip: “3 Things I wish I knew before starting at Collat” — told by actual students. Deadline nudge: “Ready to take the next step? We’re here to help.” Emails ar e mobile - friendly, story - driven, and always i nclude a clear call - to - action (CTA) that drives action. The homepage and program pages feature student testimonials front and center — not tucked away in a sidebar. An interactive major - match quiz helps undecided students find programs aligned with their goals. The VR tour is prominently placed — allowing users to PROJECT STAGE 5 : COMPREHENSIVE DIGITAL MARKETING STRATEGY & PRESENTATION 10 explore Collat virtually, anytime. Content is curated dynamically. If a visitor interacts with the entrepreneurship program or scholarship info, they will start seeing related stories, blog posts, and events. With the help of personalization tools, the web site becomes a living, breathing companion — not a static brochure. To maintain consistency and cadence, the campaign will follow a structured publishing plan. Social media will feature three to five posts per week across Instagram, TikTok, and LinkedIn, depending on the platform and audience. Email drip campaigns will run weekly, automatically triggered by student behavior and timeline milestones. Monthly blog posts and feature articles will spotlight current students, alumni, or faculty in longer - form storytelling pieces that can be repurposed across channels. Additiona lly, a team of trained Digital Student Ambassadors will contribute original content once a month, offering authentic peer - to - peer insights into the Collat experience. Rather than flooding platforms with generic messaging, this content plan prioritizes quality over quantity — every post, email, and story is designed to move a student closer to seeing Collat not just as a business school, but as their business school. V. Success Metri cs and Sustainability Recommendations To evaluate the impact of the “ Your F uture Starts at Collat” campaign, I have identified six key performance indicators (KPIs) that offer a comprehensive view of how the campaign performs across awareness, engagement, and conversion stages. Although the assignment recommends selecting three to five KPIs, using six is both intentional and strategic. These six metrics reflect a necessary and value - adding extension of the work I completed in Project Stage PROJECT STAGE 5 : COMPREHENSIVE DIGITAL MARKETING STRATEGY & PRESENTATION 11 4. They also align with the dashboard’s design goal: to be flexible, collaborative, and scalable as Collat continues to refine its digital marketing efforts. The first KPI is website traffic growth, with a goal of increasing visits by 25% during the campaign period. This will be tracked using Google Analytics 4 (GA4) to monitor total sessions, new visitors, traffic sources, and user behavior. Website traffic is a primary indicator of campaign reach and serves as an entry point for deeper engagement. The second KPI focuses on social media engagement, with the goal of increasing engagement rate by 40% across platforms such as Instagram, TikTok, and LinkedIn. Metrics will include likes, comments, shares, saves, and video watch time. Social engagement ser ves as a proxy for brand connection and content resonance among prospective students. The third KPI measures event registration and attendance, with a goal of 150 registrants per virtual event and at least 50% attendance. These metrics will be tracked using tools like Eventbrite, Zoom, or Qualtrics and will gauge how effectively the campaig n drives participation in Collat - hosted activities. The fourth KPI is the VR campus tour completion rate, with a target of 20%. This metric tracks how many users begin and complete the virtual tour and provides insight into how immersive experiences influence student interest. This will be monitored through built - in analytics within the VR platform and offers valuable feedback on digital storytelling efficacy. The fifth KPI evaluates the inquiry - to - application conversion rate, with a target increase of 10%. This metric will be tracked through UAB’s CRM system and will connect marketing engagement to actionable enrollment behavior. It helps determine how effectiv ely the campaign moves students from curiosity to commitment. PROJECT STAGE 5 : COMPREHENSIVE DIGITAL MARKETING STRATEGY & PRESENTATION 12 The sixth and final KPI measures email subscriber list growth, with the goal of increasing new contacts by 15%. This will be tracked through lead magnets such as the business - match quiz, student testimonials, and downloadable guides. Email list growth refl ects long - term pipeline development and enables future nurturing efforts beyond the campaign window. Together, these six KPIs provide a well - rounded dashboard that supports campaign monitoring, optimization, and reporting. Each one maps directly to the strategic priorities outlined throughout the campaign and serves a distinct function in driving outcomes across multiple touchpoints. To ensure the long - term success of the campaign, several sustainability practices are recommended. First, the Collat marketing team should establish a quarterly content review process. This will allow the team to assess performance data, refresh top - perfor ming content, and retire assets that no longer serve strategic goals. Second, the Digital Student Ambassador program should be expanded to include monthly student - led content such as video testimonials, blog features, and social media takeovers. This will help maintain authenticity and keep storytelling at the center of Collat’s digital identity. Third, it is essential to build and maintain reusable content systems. Templates for email sequences, testimonial graphics, and campaign assets will help reduce production time while ensuring consistency in messaging. Fourth, the VR tour and AI chatbot sho uld remain embedded in the admissions experience beyond the campaign. These tools enhance user experience and reflect Collat’s commitment to innovation. Finally, high - performing campaign elements — such as the student spotlight series, the business - match q uiz, and the virtual tour — should be refined and transitioned into evergreen assets that can be used and refreshed in future admissions cycles. PROJECT STAGE 5 : COMPREHENSIVE DIGITAL MARKETING STRATEGY & PRESENTATION 13 By implementing these recommendations, Collat can extend the impact of this campaign and establish a long - term digital marketing ecosystem that is agile, student - centered, and aligned with institutional goals. PROJECT STAGE 5 : COMPREHENSIVE DIGITAL MARKETING STRATEGY & PRESENTATION 14 References Accenture. (2022). Meet me in the metaverse: The continuum of technology and experience reshaping business. https://www.accenture.com/us - en/insights/technology/technology - trends - 2022 Cheng, E. (2023). How marketers are using ChatGPT to create content and streamline workflows. 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