UCLA Extension:
1000 Lessons Learned
Role: Content Strategy Lead | Copywriter
"Our brand awareness is too low to drive enrollment growth—can you help us launch our first institutional campaign?"
The Challenge: UCLA Extension faced a dual problem: low brand awareness and a 27% conversion rate, which prevented enrollment growth despite offering competitive programs. Their first-ever institutional brand campaign needed both compelling messaging and operational processes to support multi-channel storytelling at scale.
The Solution: Using audience research, I discovered our 25-44 year old audience wasn't just comparing programs—they were questioning whether they could justify the time investment and commute for continuing education.
I developed a UX-focused content strategy with voice and tone that helped learners see the value in prioritizing quality education, then created reusable templates and integrated workflows for seamless collaboration between our agency and the client's in-house team.
The Impact: UCLA Extension's first institutional brand awareness campaign increased media impressions by 54% while establishing sustainable content processes supporting enrollment growth.
Informative, but not Inspiring
The original UCLA Extension website was informative but failed to connect emotionally with prospective students. I identified this disconnect and developed a content strategy that balanced practical information with inspirational messaging to drive enrollment decisions.
Strong Creative Direction to Inform Strategy
Working closely with our creative director, I translated audience research into a "Lessons Learned" content strategy that made complex program information accessible while maintaining message consistency and emotional impact throughout the customer journey.
Inspiring Stories Just a Click Away
I transformed how prospective students encountered UCLA Extension online by developing content structures that made inspiring student narratives easily discoverable, addressing the emotional barriers that research had revealed.
Content Models and Reusable Components
I created scalable content models and reusable components that enabled the marketing team to generate compelling content long after campaign launch. This systematic approach established sustainable processes that supported UCLA Extension's growth without requiring extensive agency involvement.
Strong, Engaging Hero, Learning-Focused Copy
The microsite's hero section needed to communicate UCLA Extension's unique value while driving action immediately. I developed learning-focused copy combinations that tested well for accessibility, conversion, and brand differentiation.
Lesson Detail Pages to Engage and Inspire
Individual story pages became the cornerstone of our content strategy, balancing inspirational narrative with practical program information to address emotional connection and logical decision-making needs.
Out-of-Home Creative to Drive Site Visits
I developed recognizable, reusable creative assets that supported integrated awareness campaigns. The UCLA Extension brand and messaging were featured prominently across all touchpoints to ensure clear attribution and engagement.
Home Page: Creative Options Test Engagement
Testing multiple homepage concepts was essential to UCLA Extension's enrollment success. I developed headline and visual storytelling variations that accommodated different audience segments while maintaining the "Lessons Learned" brand positioning.
Additional Out-of-Home Touchpoints
I created flexible content guidelines for the "Lessons Learned" concept that enabled adaptation across environmental constraints and formats. This systematic approach demonstrated how strategic content thinking could preserve campaign integrity while supporting tactical execution.