PROJECT STAGE 2 : STORYTELLING EXERCISE AND CAMPAIGN CONCEPT PITCH 1 UAB Collat School of Business Digital Marketing Review Sarah L. Minor Collat School of Business, University of Alabama at Birmingham MBA 657 - QL: Special Topics in Digital Marketing Dr. Parker J. Woodroof February 28 , 2025 PROJECT STAGE 2 : STORYTELLING EXERCISE AND CAMPAIGN CONCEPT PITCH 2 Understanding Collat’s Mission, Vision, and Values Collat’s mission centers on its core values: innovation, diversity, and community impact ; however, we can take it a step further. These values serve as the foundation for its programs, fostering a learning environment that blends academic excellence with real - world application What truly sets Collat apart is its ability to connect business theory with hands - on experience, preparing students to solve real - world problems before they even graduate (UAB, n.d.). Think about it — college is more than just a degree; it is an investment in your future. The Collat School of Business (CSB) at UAB isn’t here to churn out business majors who follow the crowd. It is here to shape bold, forward - thinking leaders who take risk s and are not afraid to innovate, disrupt, and make an impact. The Problem In today’s rapidly evolving world , students face the daunting challenge of balancing career aspirations with the demand for relevant skills and real - world experience. Employers want more than just a degree; they want proof you can think strategically, adapt to challenges, and create value from day one. The biggest challenge for business students is they are left with uncertainty about how to stand out in such a saturated market . Many struggle to find educational programs that balance academic rigor with practical, real - world application. Students often fe el disconnected from meaningful opportunities to network with industry professionals, gain hands - on experience, and make a tangible impact on their communities ( Ruffalo Noel Levitz , n.d.). The Solution This is where Collat changes the game. It is not just a business school — it is a training ground for the future of business With access to mentorship from industry leaders, hands - on PROJECT STAGE 2 : STORYTELLING EXERCISE AND CAMPAIGN CONCEPT PITCH 3 learning, and high - impact networking opportunities, Collat ensures its students are not just prepared for the workforce; they are leading it. Through experiential learning, startup incubation, and corporate partnerships, students develop the real - world skills employers crave. Whether it is pitching a business idea, managing a stock portfolio, or analyzing big data, Collat students leave with more than just a diploma — they leave with a competitive edge. The Impact Collat graduates are no long er waiting for opportunities — they are creating them. From launching startups to stepping into C - suite roles, alumni take what they learned and put it into action, shaping industries and communities alike. Human Element Meet Alex, a first - gen eration college student who dreamed of owning a business. At Collat, Alex found mentors, a supportive community, and the resources to la u nch a startup. He turned a class project into a real startup. Through Collat’s mentorship programs and access to funding, Alex not only graduated with a degree — he graduated with a business that is now helping local entrepreneurs thrive. Alex’s story exemplifies what Collat does best — equipping students with the knowledge, experience , and connections they need to transform ambition into impact. Campaign Concept Pitch: Turning Engagement into Enrollment To make this campaign truly effective, it must go beyond simply increasing visibility. The goal is to create a seamless path from awareness to application, ensuring that prospective students don’t just see Collat — they choose it. This strategy focuses on three primary goals: PROJECT STAGE 2 : STORYTELLING EXERCISE AND CAMPAIGN CONCEPT PITCH 4 boosting social media engagement, increasing website traffic, and driving a higher number of applications. The first goal is to increase social media engagement by 30%. Business students are already networking on Instagram, TikTok, LinkedIn, and Facebook, so Collat must be where they are. A stronger presence means more visibility, deeper connections, and ultima tely, more applications. To achieve this, the campaign will elevate student voices through takeovers, day - in - the - life reels, and live Q&As. Prospective students want to see real experiences, and authentic content drives higher engagement and trust (EAB, n. d.). To further drive engagement, the campaign will incorporate i nteractive polls and gamification , allowing students to explore business degree options in a fun and engaging way. A bold content series comparing Collat’s hands - on learning and career outcomes to competitors will differentiate the school and highlight its value. Additionally, AI - powered chatbots will provide instant responses to FAQs across Instagram, Facebook, and Collat’s website. Studies confirm that real - time engagement increases conversi on rates (Ruffalo Noel Levitz, n.d.), making chatbots a valuable tool in nurturing leads. The second goal is to increase website traffic by 20% , recognizing that a school’s website is often the first point of contact for prospective students A well - optimized site with compelling content will encourage students to explore programs, scholarships, and application steps, moving them closing to enrolling. One strategy to achieve this is through SEO - optimized student stories that rank highly in search engines. Blog posts featuring real student experiences — such as “How I Landed a Fortune 500 Internship at Collat” and “What Every Future Business Leader Should Know About Choosing the Right Business S chool” — will not only engage readers but also attract high - intent PROJECT STAGE 2 : STORYTELLING EXERCISE AND CAMPAIGN CONCEPT PITCH 5 users searching for business school options (Inside Higher Ed, n.d.). An interactive alumni success landing page will further showcase real - world outcomes, allowing prospective students to explore stories by industry, job title, or career path. Additionally, retargeting ads will re - engage students who have previously interacted with Collat’s social media content, driving them back to the website . Short, search - optimized videos on TikTok and YouTube will also be used to answer key questions about business degrees, helping boost organic traffic while reinforcing Collat’s authority in business education (EAB, n.d.). The third goal is to increase undergraduate and MBA applications by 15%, turning engagement and traffic into measurable enrollment growth. One of the most effective ways to drive applications is through personalized email sequences that nurture prospective students over time . When a student visits the website or engages on social media, they will receive a three - part email series : an introduction to Collat’s programs, a follow - up detailing internship and mentorship opportunities, and a final email urging them to apply Research show s that personalized email campaigns significantly increase conversion rates in higher education marketing (Ruffalo Noel Levitz, n.d.). To create a sense of urgency, the campaign will also introduce live countdown timers on the website and social media, reinforcing application deadlines. Additionally, AI - powered application assistants will provide chatbot and SMS reminders, guiding student s through the application process and answering questions in real time. To further remove decision - making friction, live webinars featuring alumni and faculty will allow prospective students to hear firsthand how Collat helped shape their careers. PROJECT STAGE 2 : STORYTELLING EXERCISE AND CAMPAIGN CONCEPT PITCH 6 By combining student - driven social content, high - intent web strategies, and application - focused email campaigns, this marketing initiative will not only capture interest but convert it into real enrollment growth. Developing Key Messages That Resonate with Collat’s Audience Collat’s marketing strategy must be bold, inspiring, and future - focused, appealing to students who want more than just a degree — they want real - world experience and career opportunities. The first core message, “Business is more than a major — it’s your future. Own it.”, speaks to students who see business as a career path, a lifestyle, and a way to create impact. This phrase will be used in social media ads, website CTAs, and recruitment emails, reinforcing Colla t’s role in shaping future business leaders. The second key message, “Lead. Innovate. Disrupt. The Collat Way.”, emphasizes action - oriented education and Collat’s commitment to experiential learning, leadership development, and innovation. This message will be showcased through LinkedIn and Instagram stories, faculty testi monials, and campus digital signage, reinforcing Collat’s identity as a school that creates industry leaders. The third message, “Your ambition meets opportunity here.”, directly addresses students looking for mentorship, career connections, and real - world experiences. It reassures them that Collat is not just about learning — it’s about launching careers. This message will be integr ated into admissions brochures, program pages, and email campaigns, ensuring students see Collat as the best place to build their future. PROJECT STAGE 2 : STORYTELLING EXERCISE AND CAMPAIGN CONCEPT PITCH 7 The s e messages will be woven throughout all marketing channels, creating a consistent, compelling brand narrative that speaks directly to ambitious students Understanding Collat’s Target Audience To maximize engagement and enrollment, Collat must tailor its messaging to two primary student segments: high school seniors and working professionals. Research suggests that higher education marketing is most effective when it speaks to students’ career aspirations, motivations, and ROI concerns (Ruffalo Noel Levitz, n.d.). High school seniors and transfer students are choosing a school that will define their future. According to NACAC (2023), today’s students prioritize hands - on experience, career readiness, and affordability when selecting a business program. Many are drawn to entrepreneurship, finance, marketing, and leadership, but they may not know which major aligns with their career goals. They also worry about job security and financial aid, wanting to ensure their degree will lead to employment (Inside Higher Ed, n.d. ). Collat addresses these concerns by offering experiential learning opportunities, strong corporate partnerships, and merit - based scholarships to make education accessible (UAB, n.d.). For working professionals and MBA candidates, the decision to enroll is primarily ROI - driven. They are looking for career advancement, salary growth, and leadership opportunities, with many considering an MBA to switch industries or move into executive rol es (GMAC, 2022). Time and flexibility are their biggest concerns, as they juggle work, family, and other responsibilities. Collat meets these needs with evening, hybrid, and online MBA options, as well as strong corporate connections and employer tuition r eimbursement programs (EAB, n.d.). The PROJECT STAGE 2 : STORYTELLING EXERCISE AND CAMPAIGN CONCEPT PITCH 8 messaging for this group must be results - driven, emphasizing flexibility, ROI, and networking opportunities. By understanding these audience segments, Collat can align its messaging and outreach efforts to what truly matters to prospective students, ensuring a higher rate of engagement and application conversion. Bringing the Campaign to Life Through Storytelling Collat isn’t just a business school — it’s a launchpad for students ready to make an impact. This campaign will highlight real success stories, such as Alex’s journey from first - generation college student to startup founder, showing that Collat isn’t just ab out earning a degree — it’s about gaining opportunities that change lives. Research confirms that storytelling - based marketing improves engagement and enrollment rates (Content Marketing Institute, n.d.). To connect with high school seniors, the campaign will showcase day - in - the - life video series on TikTok and Instagram, capturing moments from pitching business ideas to securing internships. LinkedIn features and Q&A sessions will provide an inside look at Collat’s hands - on learning approach (Inside Higher Ed, n.d.). For MBA candidates, LinkedIn articles, blog posts, and personalized email storytelling will follow real career transformations, proving the ROI of a Collat degree. A live webinar series featurin g alumni will further reinforce Collat’s role in career success. By weaving storytelling throughout social media, email, and web content, this campaign will not only inform but inspire, ensuring that students don’t just see Collat — they envision their future there. PROJECT STAGE 2 : STORYTELLING EXERCISE AND CAMPAIGN CONCEPT PITCH 9 Preliminary Content Ideas Collat isn’t just a business school — it’s a launchpad for students ready to make moves. This campaign will bring that to life across social media, email, and the web by turning real student success stories into engaging, action - driven content. Instead of just telling students about Collat, we’re going to show them what’s possible when they choose it. Social Media: “From Classroom to CEO” Video Series Collat’s social media presence will feature a TikTok, Instagram Reels, and LinkedIn series showcasing real students and alumni turning classroom experiences into career success. One featured story will follow Alex, a first - generation student who built a th riving startup with Collat’s mentorship and funding support. The series will capture key moments — meeting their first mentor, pitching their business idea, securing funding, and launching their company. Short - form video conte nt has proven to drive higher engagement and conversion rates among Gen Z and millennial students (EAB, n.d.), making it the ideal way to connect with future applicants. Email: “Your Future at Collat” Storytelling Sequence To nurture prospective students, the campaign will deploy a three - part storytelling email series designed to feel like a journey rather than a sales pitch. The first email will introduce Alex’s challenges before Collat and how the school’s mentorship helpe d shape their path. The second will highlight real - world outcomes, including job placements, internships, and career growth data. The final email will drive action with a “Why Wait? Apply Now” CTA, prov iding an easy link to start an application, schedule a call with admissions, or explore financial aid options. Research shows that personalized storytelling in email campaigns increases application rates (Ruffalo Noel Levitz, n.d.), making this sequence a key driver of enrollment. PROJECT STAGE 2 : STORYTELLING EXERCISE AND CAMPAIGN CONCEPT PITCH 10 Web: “Your Launchpad for Success” Interactive Landing Page The campaign’s digital home base will be an interactive landing page designed to convert interest into action. The page will open with a mini documentary following Alex’s story, alongside testimonials from students who turned their Collat experience into career wins. An interactive program navigator will help visitors explore majors, career paths, and success stats, making it easier to visualize their futu re at Collat. The call - to - action section wi ll drive applications, scholarship inquiries, and direct chats with admissions counselors. Interactive, storytelling - driven landing pages have been shown to increase conversion rates in higher education marketing (Inside Higher Ed, n.d.), ensuring this pag e plays a crucial role in enrollment growth. This campaign isn’t just about sending messages — it’s about showing students why Collat is the right choice for their future. Through compelling social content, personalized email storytelling, and an immersive website experience, prospective students will see the opportunities waiting for them and take the next step toward enrollment. PROJECT STAGE 2 : STORYTELLING EXERCISE AND CAMPAIGN CONCEPT PITCH 11 References Campaign Monitor. (n.d.). Email marketing for higher education . Retrieved from https://www.campaignmonitor.com Content Marketing Institute. (n.d.). Content marketing resources for education . Retrieved from https://contentmarketinginstitute.com Culverhouse College of Business. (n.d.). Homepage . Retrieved January 19, 2025, from https://culverhouse.ua.edu EAB. 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