Preview Day
A postcard invitation is mailed to prospective students and a social media graphic was posted to Columbia's Facebook page before the event. Lastly, a program booklet was provided to prospective students on their chosen day, depending on their area of study. Building and shuttle signage was created to help students identify programs and move about the campus.
SITUATION
Students are beginning their college search process. We wanted to introduce or reinforce what it means to be a Columbia student.
TASK
Create a campaign geared at mostly high school juniors, some transfer students, sophomores, freshmen, their parents/guardians.
ACTION
Preview Day social post that went on Facebook and Twitter was created as well as a postcard that was sent to interested students. Once students arrive, check in, they are provided a program booklet and directed to explore their academic department of interest.
RESULT
501 Registrants
289 Attendees
Approx 20 Applicants from that day
Social post: Reach of 1.2K people on Facebook; 44 likes on Instagram
Columbia’s Fall 2019 enrollment grew for the first time in 11 years. There was ~34% increase in freshmen, the largest increase on record.