Pharmacy Exploration Day

CHALLENGE

The Dean of the Duquesne University School of Pharmacy and the Director of Recruitment and Admissions wanted to develop a cohesive multichannel marketing and communications strategy to generate demand for the 2023 version of the annual Pharmacy Exploration Day, a one-day camp immersing high school students interested in pharmacy and the health sciences into a day-in-the-life of a student pharmacist on the Duquesne University campus.

STRATEGY

With a budget of $10,000 for a digital marketing campaign, I worked with the university marketing and communications team to create a paid media campaign using Peachjar, a niche email marketing platform partnered with local school districts, a pay-per-click campaign on Google and Meta. Additionally, I used organic social media to increase reach, highlighting past participants turned current student pharmacists and produced a video from footage captured at the last Pharmacy Exploration Day. Finally, I used a customer relationship management platform to prospective students.

PAID MEDIA

ORGANIC SOCIAL MEDIA

VIDEO

EMAIL

Finally, I worked with the Division of Marketing and Communications to create postcards for a direct mail campaign.

DIRECT MAIL

RESULTS

The paid campaign reached nearly 45,000 unique users, garnering 354,302 impressions and 1,805 clicks. Organic social media posts generated 13,263 additional impressions and 424 additional engagements. Originally, daily capacity maxed out a 25 participants. The campaign generated enough demand to increase capacity by 60% and over 200 registrants for the virtual version, leading to a permanent virtual offering for prospective students far away or unable to get to campus.

336*280 (Large Rectangle)	250*250 (Square)	200*200 (Small Square)
300*600 (Half Page)	160*600 (Wide Skyscraper)	120*600 (Skyscraper)