Strategy
How It Works Series
Bringing Clarity to Enrollment Through Story-Driven Content
As the University of Phoenix looked to modernize its digital journey, I led the strategic and creative development of the “How It Works” explainer video series — a multi-platform storytelling initiative designed to demystify key steps in the student experience. From vendor oversight to brand voice development, I managed the end-to-end process to deliver highly engaging, action-focused content tailored to adult learners.
This was more than an animated video project — it was a strategic overhaul of how we communicated our value at scale.
The Challenge
Prospective students — many of them nontraditional — were bouncing at critical conversion points. Information was scattered, impersonal, and often too technical. Our mission was to create a clear, warm, and emotionally supportive content experience that built trust and drove action.
Results:
- 27% drop in bounce rate on core “How It Works” pages
- 2.4x increase in time-on-page where videos were embedded
- 6% lift in lead conversions, attributed to better clarity and improved brand trust
- The new video series became a cornerstone asset across admissions, marketing, and onboarding
+27%
Drop in bounce rate
On core “How It Works” pages and conversion pages throughout the enrollment funnel.
+2.4x
Time On Page Bump
Increase in time-on-page where videos were embedded including homepage an enrollment funnel pages.
+6%
Lead Conversions
+6% lift in lead conversions, attributed to better clarity and improved brand trust and perception.
1. Discovery
Audited the full enrollment journey, marketing content gaps, and audience pain points. Conducted persona alignment workshops and collaborated with enrollment leaders to identify decision-stage drop-offs.
2. Define
Created a modular content framework aligned to the top six enrollment moments: Getting Started, Graduation Teams, Financial Aid, Learning Formats, Faculty, and Programs. Developed scripts using a voice that balanced emotional support with clarity and authority.
3. Design
Directed motion graphics and storyboards with a third-party vendor. Led voiceover casting, pacing, animation reviews, and revisions to ensure brand cohesion, accessibility, and channel flexibility.
4. Launch & Optimize
Integrated videos across .edu pages, email nurture tracks, YouTube, and social ads. Captured engagement metrics and user behavior to inform future campaign improvements and retargeting strategy.
Creative from this
campaign strategy
Where Creative Vision Meets Strategic Growth
I believe great marketing design isn’t just about how it looks — it’s about how it works. Every decision I make is backed by purpose, driven by audience insight, and aligned with brand and business strategy. From campaign creative to UX to performance branding, I focus on building experiences that convert, connect, and scale.
My philosophy is shaped by real-world results, continuous learning, and a deep respect for storytelling as a strategic business tool.
Strategic Brand Leadership
Audience-Driven Growth
Creative Performance Execution
Cross-Functional Alignment
Silver Addy Award
Catch Larry Campaign
CUNA Diamond Award
DFCU Website Redesign
CUNA Diamond Award
Shine On Campaign
Diverse Magazine Award
UOPX "I am a Phoenix"