Your Experience. Your Story.
UMass Boston’s marketing team wanted to shift their voice to be more student centered and conversational, moving the focus from what UMass Boston offers to what students can gain from the experience. The messaging was designed to help prospective students see themselves here and imagine what’s possible their future. Working closely with the marketing, web, and design teams, I helped maintain that voice across channels.
Print Ad
This campaign is built around a headline with two meanings. "Closer" speaks to both proximity and accessibility, encouraging prospective students to see UMass Boston as a nationally recognized university in their own community and an opportunity that may be more within reach than they realized. Published in the Dorchester Reporter.
Streaming Ad: Boston is Waiting
I wrote the script for this ad targeting accepted students at a critical point in their decision-making journey, choosing where to enroll. The concept positions UMass Boston as the place where students can turn their ambitions into a successful future, using a confident, aspirational voice to encourage them to take the final step and commit. The ad appears across digital and streaming platforms, including YouTube.
Email Journeys
Rather than treating each email as a standalone message, this campaign was designed as a connected journey. Each message builds on the last, creating a consistent experience that guides prospective students from initial interest to application.
Sequence
Introduction
Program overview and key outcomes
→ Faculty Spotlight
Meet the experts behind the program
→ Career Outcomes
Career paths, campus resources, and job opportunities
→ Student Story
Experience the program through a student's perspective
→ Curriculum
Explore what you'll learn
→ Affordability
Tuition, funding opportunities, and flexible learning options
→ Alumni Story
See the impact after graduation
→ Take the Next Step
Attend an information session and begin your application
→ Faculty Research
Discover the research and expertise shaping the field
→ Why UMass Boston
A final invitation to join the program
Featured Email
Community Health Worker Intro Email
Web copy example
This page pairs a clear, memorable headline with student-focused messaging. Rather than describing what the program offers, the copy emphasizes what students will experience, learn, and achieve.