Guiding Admitted Students from Acceptance to Enrollment
Lifecycle Marketing · Email Strategy · Audience Engagement
The Challenge
An admission offer is only one step in a prospective student’s decision-making journey. Harvard Chan School needed a coordinated communications strategy that kept admitted students engaged, answered common questions, and helped them make an informed enrollment decision before the enrollment deadline.
My Role
I developed and managed a multi-touch email campaign that guided admitted students from acceptance through enrollment. Working closely with admissions and academic colleagues, I planned the campaign, wrote and edited content, managed production, and adapted messaging to address students’ evolving needs throughout the yield cycle.
The Approach
Rather than treating yield communications as a series of standalone messages, I created a cohesive campaign that delivered timely, relevant information from relevant faculty and School leadership. Emails anticipated common questions, highlighted academics and student life, introduced important resources, and helped admitted students understand what to expect as a Harvard Chan student.
The Impact
The campaign created a more consistent and engaging experience for admitted students during a consequential decision-making period. By connecting each message to the broader enrollment journey, the series gave students clearer access to the information, resources, and community perspectives they needed to evaluate Harvard Chan School and take their next steps.