Columbia University
content strategy, content writing, and integrated digital marketing
Columbia College — the undergraduate school of Columbia University — needed a better user experience and a "lean, clean, consistent" information architecture to serve many audiences. Over the years, the site had "balkanized" by department, as Dean James Valentini put it, and students reported that "all the good info was hidden."
We helped the College create content strategies and integrated marketing communications for its virtual graduation events, financial aid campaign, and new student orientation programs. After conducting content audits, we provided custom strategies for several audiences: incoming students, families, college administrators, donors, faculty, and alumni.
Then, we wrote website content, email campaigns, video scripts, infographics, student stories, and more — including the College’s financial aid campaign tagline, “They need you and the world needs them.”
As a result, the College is engaging its audiences more, providing a more intuitive user experience, and developing stronger relationships with its students, donors, and new alumni.
