I was the lead strategist and writer for a comprehensive brand and website refresh for Carteret Community College. I personally defined CCC’s brand voice and writing content across core collateral to ensure clarity, consistency, and relevance for prospective students. This foundation informed all downstream marketing efforts and positioned the college with a stronger, more cohesive identity.

Building on that work, I own the college’s annual enrollment campaigns end-to-end, from initial concept through performance analysis. This includes campaign strategy and planning, content strategy and copywriting, email and SMS drip communications, social and CTV ad copy, full scriptwriting, production, and direction of video assets, and ultimately budget allocation. I manage the CTV media spend directly and partner with a digital marketing specialist by supplying all creative assets for paid social execution, ensuring alignment across channels and efficient use of budget.

The 2026 Spring enrollment campaign which wrapped on January 6 of this year delivered the strongest enrollment period the college has seen since before COVID, including a 40%+ increase in mid-year (spring) applications. With a total campaign investment of $43,600 and approximately 4,700 seats enrolled, the campaign achieved a cost of roughly $9.28 per enrolled seat, an exceptionally efficient result for a full-funnel, multi-channel enrollment effort. Based on standard 3-credit course enrollments at a conservative $77 per credit estimate, the campaign generated an estimated $1.08M in tuition revenue on a $43.6K spend, or nearly a 25x return on total spend. These outcomes reinforced the effectiveness of a tightly integrated brand, content, and media strategy grounded in clear messaging and disciplined execution.