
UCLA Extension:
1000 Lessons Learned
Role: Content Strategy Lead | Copywriter
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"Our brand awareness is too low to drive enrollment growth—can you help us launch our first institutional campaign?"
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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.
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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.
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The Impact: UCLA Extension's first institutional brand awareness campaign increased media impressions by 54% while establishing sustainable content processes supporting enrollment growth.