Jackson State University

JSUOnline New Program Rollout

Challenge

Jackson State University (JSU) had successfully launched JSUOnline, its digital learning platform, and needed to develop a comprehensive marketing and branding strategy for a new degree program within the platform. The goal was to position the new program as a flexible, accessible, and high-quality option for adult learners, while increasing enrollment and awareness within a competitive online education market.

My Approach

1. Program Positioning & Strategic Messaging
   The first step was to refine the program’s positioning within the broader JSUOnline brand, ensuring it resonated with adult learners, working professionals, and career-switchers. I worked on crafting messaging that emphasized:

   • Flexibility and accessibility, key concerns for nontraditional students.

   • Career-oriented outcomes, ensuring prospective students saw a clear link between the program and real-world success.

   • The value of earning a degree from a respected institution, highlighting the credibility of JSU and its role as a historically Black university (HBCU).

2. Tailored Marketing Campaign Strategy
   With a clear understanding of the target audience—adult learners, working professionals, and career-changers—I developed a multi-channel marketing strategy that included:

   • Social Media Campaigns: Engaging posts, stories, and ads targeting prospective students, focusing on the flexibility and support JSUOnline offers.

   • Email Marketing: Segmenting email lists to send targeted messages to prospective students and previous applicants, highlighting the new program’s key benefits and details.

   • Website and Landing Pages: Creating dedicated landing pages that offered clear calls-to-action (CTAs), detailed program information, and easy enrollment pathways.

   • Alumni Outreach: Reaching out to alumni through email and social media to engage them as advocates for the new program.

3. Creative Development & Branding
   To ensure the new program stood out within the existing JSUOnline framework, I led the creative development of:

   • Visual Identity: Custom graphics and visuals for the degree program’s landing page and digital ads, maintaining consistency with the JSUOnline brand but offering a distinct look for the program itself.

   • Campaign Tagline: “Your Degree, Your Future.” The tagline underscored the flexibility and future-forward nature of the program.

   • Program Collateral: Development of supporting materials, including digital brochures, promotional videos, and web banners.

Here are a few assets created for this campaign.

Admissions, marketing brochures for on admission acceptance packets

Social Media: A robust social media strategy was developed to leverage MSU’s platforms, featuring engaging graphics, countdowns, and call-to-action posts that encouraged people to sign up to volunteer

Website Content: I enhanced the event’s webpage with clear, engaging content, including banner graphics, subscriber pop ups, and other ways to get prospective students engaged.

Direct Mail: For alumni and key university staff, I created personalized postcards and letters to encourage involvement and remind them of the importance of this tradition.

Campaign Execution
The execution of the campaign included managing all aspects of the campaign rollout, ensuring seamless integration of the campaign across social media, email, and the fundraising donation page. I handled the full tactical execution of the strategy, from scheduling posts to optimizing email content and tracking engagement metrics.

Key Deliverables

• • Program Positioning & Messaging Strategy: Clear articulation of the program’s value and fit within the JSUOnline platform.

  • Creative Assets: Visual branding elements, digital ads, social media templates, and program-specific landing pages.

  • Marketing Campaign Strategy: Social media strategy, email marketing campaigns, website updates, and alumni engagement plans.

  • Tracking & Performance Metrics: Established systems to monitor the effectiveness of the campaign and ensure it met key performance indicators (KPIs).