STRATEGIC PRIORITY 2
DEVELOP AND IMPLEMENT STRATEGIES THAT SUPPORT STUDENT RECRUITMENT AND PROMOTE THE ALABAMA EXPERIENCE
The Division of Strategic Communications marketing team is the driving force of marketing strategy for both undergraduate and graduate student recruitment. Last fall, UA welcomed 40,846 students, surpassing the 40,000 enrollment threshold for the first time. UA’s unwavering commitment to student success led to the record-breaking enrollment, which includes 3,434 freshmen from Alabama, the largest number of in state freshmen ever.
STREAMLINING ADMISSIONS WEB CONTENT
To enhance prospective students’ user experiences, the web strategy and marketing teams redesigned the Undergraduate Admissions website. The team focused on creating a more intuitive flow of content, and the results were significant. After the redesign, unnecessary clicks dropped, and application submissions increased. This transformation highlights The University of Alabama’s commitment to making the admissions process smoother and more accessible for incoming students.
This year DSC web strategy and marketing teams worked collaboratively to create a better user experience by improving the architecture of the Apply webpage. With the improved flow, web visitors were able to quickly find the application to start their UA journey.
NEW LOOK FOR VIEWBOOK
Our redesigned Admissions Viewbook, inspired by the design of the Randall Welcome Center, is a significant step in our recruitment process. It ensures a consistent and impactful experience for prospective students, from the moment they receive the Viewbook in the mail to their campus visit.
The Admissions Viewbook illustrates student success stories through compelling narratives, vibrant photographs and engaging infographics. The Admissions material created for student recruitment also effectively targets all areas of the state, including potential students living in rural areas. Our increase in applications and enrollment numbers shows that this approach helps recruit students to The University of Alabama.
SUPERCHARGING DIGITAL CAMPAIGNS
This year, the UA Admissions digital campaign expanded to include Meta and LinkedIn alongside Google. This extension to additional platforms, especially those more likely to engage parents, is crucial in generating more applications. Additionally, this year marked the first time the campaign targeted parents and prospective student groups based on intended majors. The email campaign experienced a significant increase in engagement, with web traffic rising by 60%, which correlated with an increase in application clicks.
PAPER WORKS: UA ADMISSIONS PRINT CAMPAIGN
Every Admissions print piece is crafted with purpose, speaking not only to prospective students but also to the families who guide their decisions. With content that is authentic, compelling and true to our brand, we invite students to envision their future at UA, while reassuring parents with clear data on value, safety and support. Through a collaborative content strategy process, we tailor each message to address the distinct concerns and motivations of both audiences, ensuring each word and image supports the goal of turning interest into action.
UA ANYTIME, ANYWHERE
Wherever you are, you can now conveniently get an immersive look at The University of Alabama 24/7/365 with the 360 Campus Visit experience. This comprehensive virtual tour guides visitors through panoramic views, providing a detailed look at the resources and opportunities available on campus. The virtual tour is a gateway to over 30 iconic campus locations, from classrooms and academic settings to dining and residence halls. It’s an ideal way to get acquainted with campus and what UA offers, whether you’re just down the road or halfway across the world. Everyone is welcome to experience UA.
FREE APP RECAP
Each year, UA’s Free App Week initiative aims to empower prospective students by removing the financial barriers that often deter them from applying for admission. This year, the impact was significant, with over 1K more students completing the form, marking a 30% increase. In line with the Apply Now campaign, we also extended our reach to LinkedIn, targeting parents and creating a more dynamic campaign.
UNIQUE PROGRAM MESSAGING
This year DSC developed targeted emails that highlight the unique value and competitive edge of individual graduate programs. Prospective students who indicate their program of interest are sent specific, targeted messaging. Through these messages, the Graduate School can communicate compelling and vital information to niche audiences.
GOOD INFLUENCES
The Graduate Ambassador Influencer Network (GAIN) continues to unite graduate students from various departments to assist in the marketing and recruitment efforts of the Graduate School. GAIN influencers create and share social media and digital content on their personal social media pages, leveraging their audiences to promote the Alabama experience.
MERIT
Our communications team utilizes Merit, an online platform designed to highlight student achievements and celebrate our students’ remarkable accomplishments. Students can gain recognition for their accomplishments through their Merit pages while building an online profile that can result in jobs, internships and references after graduation.
WHAT ARE WE THANKFUL FOR? TEAM COLLABORATION
DSC’s social media and video & creative media departments prove collaboration is more than a core value statement. Collaboration drives how we work, and it’s proven to be an effective content strategy. This year, these two departments teamed up to produce vertical video content specifically designed for social media. The result? Dynamic, student-focused content with impressive audience engagement.
The annual Script A photo for our incoming freshman class is one of the many traditions we cherish and support. Each fall, the freshman class gathers on Saban Field at Bryant-Denny Stadium to pose in the shape of our Script A for the largest group photo of the year. Our photography, video & creative media and social media teams collaborate annually to capture this memorable event for our students. This year, we showcased a new perspective of our Script A tradition by capturing photos from overhead.
COMMENCEMENT
DSC supports our commencement ceremonies, hosting multiple events throughout the academic year. The division also significantly commemorates these events through photography, social media, videography and media coverage, creating a sense of nostalgia and connection. The University of Alabama commencement ceremonies celebrate not just academic achievements but also resilience, determination and student success. This time-honored tradition is also a time for gratitude, to appreciate the investments made by parents, faculty and staff who contributed to the success and the ultimate Alabama experience.
2025 SPECIAL COMMENCEMENT ADDRESS
For the first time in school history, The University of Alabama hosted the sitting President of the United States, Donald J. Trump, for a special commencement address. This unique opportunity was one-of-a-kind for 2025 graduates and their families. It was also a distinctive undertaking for DSC. In an impressive display of efficiency and dedication, our team members worked alongside pivotal campus partners to plan, coordinate and facilitate an entirely new event for over 10,000 attendees in just two weeks. From event coordination to media relations, each DSC team member’s contribution was crucial in bringing this event to fruition.
OUR TEAM CONTRIBUTED TO MAKING THIS EXCEPTIONAL EVENT A REALITY IN SEVERAL WAYS
DSC worked to plan and run the event, generating signage and credentials and handling attendee communications. Other members of the team created preshow video content, wrote VIP speeches and managed both social media and local, state and national media relations. Members of our team covered the ceremony, capturing photos and videos of the high-profile, all-hands-on-deck event.