Beyond the Classroom
My Role
Video Post Production, Account Strategy
Campaign Type
Platform
Instagram & Facebook
Key Metrics Reached
Reach
11.6k new accounts
Engagement
514 interactions ( 4.43% engagement rate)
Conversion
569 Instagram bio links clicked (4.91% CTR)
Growth
+178 new followers
Note: Metrics tracked over a multiple week launch
Create cross-generation alumni success testimonials to reduce hesitation of prospective students, build career outcome social proof, and drive high-intent enrollment questions.
Goal
When giving tours, Sheffield puts emphasis on their career readiness course. But there is always some hesitation or doubt that can be sensed in the tour-goers. To counter that, we engineered a strategic compilation reel by curating clips from various alumni testimonials into a seamless 3-part narrative: from program discovery and finding a creative niche, to skill mastery and landing that first industry job. This reel didn't just showcase Sheffield’s curriculum—it demonstrated the career outcomes and professional lifestyle possible after graduation.
Strategy
Curated supporting B-roll assets and visual sequencing to strengthen message pacing and maximize video retention rates.
Tailored campaign messaging specifically around career outcomes to attract and convert high-intent, prospective students during peak decision windows.
Tracked end-to-end performance metrics evaluating reach, engagement rate, link conversions, and net follower acquisition to validate campaign ROI and benchmark growth.
Drove substantial traffic (569 links clicked) to Sheffield's landing page to book a tour
What I Executed
Short-Form Video Testimonial/Social Post