Web Design - Hollins University

Collection of webpages for an all-women’s university designed to drive engagement and convert high-school students into inquiries and future applicants. The webpages were developed as part of larger campaign efforts that included email, SMS, sign-up forms, print and digital advertising.

College Prep Guide

Digital guide leaning into Hollins University’s rich traditions and strong alumni network using assets from alumni scrapbooks. The content points out that attending an all-women’s university like Hollins is choosing a future full of purpose, leadership and strong connections. My vision was to create an experience that felt personal and intimate as if someone were telling a story through the pages of an old album with tactile textures, sepia tones and hand-written headlines.

Challenge

Compel high-school sophomore and junior students to take action by clicking to learn more about Hollins University. Communicate the school’s unique benefits, academic programs, alumni network, and scholarship opportunities. Differentiate Hollins from other higher education institutions through branding, standout graphics, clear call-to-actions and an authentic voice. Increase applicants year-over-year by engaging with the right students earlier in the funnel.

Process

Working with content writers I chose to design a highly tactile and rich digital experience that emphasizes Hollins’ strong alumni network. The historic photos from real Hollins alumni scrapbooks showcases the notable traditions and lasting relationships experienced at Hollins. It emphasizes the idea that choosing Hollins is for the woman who is focused and dedicated to her academic experience so she can leave her mark in the world. Handwriting the headlines added to the authentic and scrapbook feel of the page.

Outcome

The marketing campaigns lifted the number of underclassmen inquiries putting Hollins in a strong position to make their freshman class in future cycles with higher incoming senior applicants who engaged as sophomores and juniors.


Application Glow Up

A must-have digital guide for high-school students preparing to apply to college. Highly motivated students apply and yield earlier in the cycle compared to students who do not engage with a school prior to their senior year of high school. Custom graphics and neon headline treatments play off of the glow concept in the guide’s title. Coupling smart, savvy copy with interesting graphics increases average time spent on the page.

Challenge

Encourage high school seniors to apply early before the regular decision deadline by transforming what could easily become a straightforward and dry guide into content that becomes fresh and current to capture the attention of students inundated with messaging about college.

Process

Inspired by the title of the guide, I chose to focus on the female student body at Hollins who are driven and proactive leaders. I gave the photo cutouts and headlines a neon effect to add interest and focus on the subjects while seamlessly fitting in with Hollins academic brand.

Outcome

Hollins’ senior campaign saw high engagement rates across print with above average scan rates and above average CTR on Meta ads helping build broader brand awareness and increase down-funnel conversions.