Pitch deck for a campaign informing prospective students about the Johnson & Wales University Advertising & Marketing Communications program.

1. ADMISSIONS CAMPAIGN
MORGAN THOMPSON + JASMINE TURNER + BARBARA SOTO + JAMES CECE + ASYA URGANCI

2. CLEARLY,
THERE’S A
PROBLEM.
=

3. INTEREST
SO WHERE
IS IT?
EXPLORATION
ACTION
DECISION

4. WHAT YOU
ASKED US
TO DO
+
MORE APPLICATIONS ALIGNED WITH JWU BRAND PRIDE IN WORK

5. SO WE
DID SOME
DIGGING...
200+ STUDENT CONVERSATIONS RESEARCHED HIGHER ED SOURCES
COUNSELORS INTERVIEWS 5 PERSONAL EXPERIENCES COLLEGE PROGRAMS ANALYZED

6. INTEREST
EXPLORATION
ACTION
DECISION

7. INTEREST
EXPLORATION
ACTION
DECISION
FIRST TOUCHPOINT
WORD OF MOUTH ADVERTISEMENT PERSONAL EXPERIENCE
WEBSITE PRINT MATERIALS VIDEO AD LAB ACTIVATION
CAMPUS TOURS SOCIAL MEDIA ADMISSIONS REPS
CAREER QUIZ POSTCARDS EXCLUSIVE CONTENT EMAILS
PROGRAM REPUTATION FINANCIAL AID LOCATION

8. CAREER-FOCUSED
STUDENTS
HIGH SCHOOL
COUNSELORS
ADMISSIONS
REPS
TRANSFER
STUDENTS
PRIMARY TARGETS
SECONDARY TARGETS

9. NO
DIFFERENTIATION
WE NEED TO STAND OUT.

10. HOW WE
STAND OUT
IN THE
CLUTTER

11. INTEREST
WHERE IT
ALL BEGINS
EXPLORATION
ACTION
DECISION
CONVERSATIONS WITH FRIENDS
BILLBOARD ON ROAD TRIP
INSTAGRAM POST FROM
FORMER CLASSMATE
DECA CONFERENCE
NEAR HOMETOWN
UNCLE’S ALUMNI
RANKING LIST
COUNSELOR
RECOMMENDATION
BLOG POST

12. INTEREST
EXPLORATION
ACTION
DECISION
CONVERSATIONS
WITH FRIENDS
BILLBOARD ON ROAD TRIP
INSTAGRAM POST FROM
FORMER CLASSMATE
DECA CONFERENCE
NEAR HOMETOWN
UNCLE’S ALUMNI
RANKING LIST
COUNSELOR
RECOMMENDATION
BLOG POST

13. INTEREST
EXPLORATION
ACTION
DECISION
REDESIGNED WEBSITE
The redesigned website brings together all kinds of content for prospective
students and couselors to explore that brings the program to life with a
career quiz, alumni spotlights, student work and social sharing.

14. INTEREST
EXPLORATION
ACTION
DECISION

15. INTEREST
EXPLORATION
ACTION
DECISION CONFERENCE STRATEGY

16. INTEREST
EXPLORATION
ACTION
DECISION

17. INTEREST
EXPLORATION
ACTION
DECISION ADMISSIONS REP GUIDE

18. INTEREST
EXPLORATION
ACTION
DECISION
BROCHURE

19. INTEREST
EXPLORATION
ACTION
DECISION
BROCHURE
CAREER INSERTS

20. INTEREST
EXPLORATION
ACTION
DECISION GOOGLE HANGOUT

21. INTEREST
EXPLORATION
ACTION
DECISION AD LAB ACTIVATION

22. INTEREST
EXPLORATION
ACTION
DECISION STUDENT-DRIVEN
SOCIAL STRATEGY
MESSAGE
authentic experiences +
genuine tone =
meaningful message
1
leverages most
valuable asset,
students
new audiences are
reached through sharing
to individual networks
2 3

23. INTEREST
EXPLORATION
ACTION
DECISION #WHYJWU

24. INTEREST
EXPLORATION
ACTION
DECISION #EXPLOREJWU

25. INTEREST
EXPLORATION
ACTION
DECISION

26. INTEREST
EXPLORATION
ACTION
DECISION THE DECISION POST
#JWUCATS20

27. INTEREST
EXPLORATION
ACTION
DECISION
CAREER-FOCUSED
POSTCARD

28. INTEREST
EXPLORATION
ACTION
DECISION
EMAILS

29. YOU ASKED US
+
FOR MORE APPLICATIONS

30. YOU ASKED US
TO ALIGN WITH JWU BRAND

31. YOU ASKED US
CREATE SOMETHING THAT REPRESENTS
THE PROGRAM + SCHOOL WE LOVE

32. THANK
YOU
MORGAN THOMPSON + JASMINE TURNER + BARBARA SOTO + JAMES CECE + ASYA URGANCI