Prospective Student Marketing
From 2001 to 2014, led the creation of integrated prospective student materials for Undergraduate, MBA, Executive MBA and Doctoral Programs: Website, brochure, advertising, SEO, email campaigns and more. Led focus groups, collaborated on positioning per program with the internal business units, managed content development, and design agencies.
Customer Journey: Prospective Students
Developed design of emails, presentations, landing pages and advertising for different stages of the customer journey, including partnering on A/B testing to improve subsequent outreach.
Event Marketing and Branding
Led the design of assets to enhance the Wharton experience at graduations and other flagship School events. In addition, a templated event kit with email formats, signage, banners, and more, is used across 100+ Wharton events each year.
MBA Student Life Website
A website for the MBA student life team using the Wharton WordPress theme, to support their communications strategy for changing the perception of who they are and what they do.
MBA Student Life Visual Branding
A visual mark/assets to bring to life a changed direction and to signal the new tone, and feel of student life. The solution integrated the students groups under one umbrella of “Team Wharton.”
MBA Student Life: Wellness Campaign
To help incoming students have a better “wellness experience,” designed and produced “ProTips,” using video and animations to create bite-sized units of personalized student advice.
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“Knowledge for…” Messaging Platform
A brand communications platform for Wharton, the effort involved multiple business units of the School to execute on a data-infographics led approach. Managed the design agency and collaboration with internal groups, and developed assets for guiding a school-wide integration.
Design Firm: Karma Agency
Wharton’s Brand Identity System
Created a visual system used school-wide, developed and implemented policies, and provided brand-guidance. Deployed the Canva web app for 35+ teams with 100+ pre-built Wharton templates. Designed customized solutions for individual units to maintain consistency within Wharton’s decentralized system.
Wharton 125 Celebrations
Workshopped the positioning of “Wharton First” and led the development of the identity for the celebrations with outside agency. Managed the integration school-wide and developed new brand collateral for the campaign.
Design Firm: Red Tettermer