I’m Lizzy and I like to make things.
I’m Lizzy and I like to make things.
Sample Email Drip Marketing
The University of Pennsylvania is a well-known Ivy League institution respected for its commitment to research, service to society, and community of thinkers and innovators. As Associate Director of Creative Strategy & Design at Undergraduate Admissions, my primary role is aiding in the recruitment and yield efforts through storytelling and visualization.
The primary creative lead on all design-related projects, my touch points are digital and physical. I construct complex marketing drip campaigns and lead generation pages by developing data-driven strategies, creating thoughtful content and building the surface design in our CRM. I work with internal teams and external agencies to enhance the brand, with assets ranging from dynamic YouTube videos to the admit letters and accompanying swag boxes. I also collaborate with partners and stakeholders to continuously iterate on the website and portal experience, being mindful of web responsiveness and inclusive design. I believe the melding of design and technology is the key in taking content from good to great.
The projects that bring me the most joy are those which I am hands-on and can act as a creative leader and strategist from ideation to completion.
When the homepage was originally launched after a brand redesign in 2017, the department decided to go with a side-scrolling homepage. After a years of collecting quantitative and anecdotal research, we recognized that it was time for the homepage to get an update—and to remove the unintuitive side scroll.
Utilizing analytics and departmental priorities to identify our must-haves, I created several wireframes of potential layouts and chose imagery that showcased the branding. Through an iterative process with the web designer, our small team was able to build a responsive homepage with clear call to actions, strong branding, and a simplified header and footer.
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The Class of 2024 was admitted in early April 2020, with the milestone event being overshadowed by the first weeks of the pandemic. With the impending campus closure, our department knew that we would not be able to host the annual Quaker Days event, an on-campus preview day for admitted students. We wanted students to still have a bright moment, so we pivoted to sending a swag box for a physical touchpoint.
The box was developed in about a week to hit deadlines—an incredible feat when working with multiple vendors and packaging constraints. I knew I wanted the surprise to be joyful, so I custom designed each side of the box with Penn cheer reflecting our brand and included a welcome note from the Dean of Admissions. Creating an eco-friendly product was also a priority, so I chose a fully recyclable craft box and packing material. The boxes were stuffed with a custom designed sticker sheet, reusable water bottle, branded lanyard, and reusable straw. Students loved the good mail day, with many shared unboxing videos through social media.
The student stories features students with a variety of backgrounds, interests, and academic paths with the goal of offering prospective students a way to find someone representing their own intrinsic and extrinsic values.
Myself and a small group teamed up to rethink the page after finding certain KPIs were not being met. Our team performed an audit of the students that were featured and recognized the need for a searchable student story landing page. I then rethought the UI/UX to remove unnecessary interactions, reorganized the page to eliminate wasted space and gratuitous scrolling, and rethink the preview blocks.
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