Playing a pivotal role in October's designation as the application fee waiver month in Michigan, I actively led a targeted organic social media campaign as part of our comprehensive marketing strategy. Strategically crafting compelling content that highlighted the cost-free application period, we integrated the Halloween theme to capture attention in the oversaturated higher education social media landscape.

Recognizing the need to stand out, we devised a series of engaging videos inspired by popular horror films, seamlessly blending a strong call to action with the relatability of horror themes and our brand's hallmark touch of humor. This multifaceted strategy not only contributed to substantial gains in reach and engagement but also demonstrated a tangible impact on application numbers.

Awards

We have received the following marketing awards for this campaign:

• AVA Digital Awards 2025 Gold Winner - Social Campaign

• Viddy Awards 2025 Gold Winner - Social Media Campaign

• Hermes Creative Awards 2025 Platinum Winner - Social Marketing Campaign