CAREER QUIZ

AT A GLANCE

The College of Arts & Sciences has experienced a troubling decline in the number of majors as students and their parents have become increasingly concerned about employment after college. The perception is that a liberal arts degree is not a path to a great job. Research showed student's seek more tangible proof that they will be able to get a job after college. The College needed a vehicle to address those concerns head on through examples of alumni finding employment with an Arts & Sciences degree.

GOALS & OBJECTIVES 

• Create a digital online interactive to present alumni career stories in a way that is both useful, engaging and easily accessible.
   
• Demonstrates the value of a liberal arts education in a way that resonates with students and addresses their concerns directly. 

• Market the interactive to target audience of current students and pre-majors using digital channels (email and social media), and print collateral at student outreach events.
   

OUTCOMES

The UW College of Arts & Sciences Career Quiz interactive launched successfully and increased organic traffic to our main website. The marketing team leveraged the Admissions website application landing page as a place to include a CTA-Call to Action link to the quiz. Multiple digital ads on social media contributed to more brand awareness of the College. Outreach student-centered events included fun and engaging swag promoting the website to students on campus. The success of the quiz has lead to the College launching a Find a Major Quiz on their main website https://artsci.washington.edu/.

ROLE & RESPONSIBILITIES

My role included creative direction of Career Quiz interactive and supervision of freelance web designers. I also developed a marketing plan that included digital ads and collateral. I worked with our team's social media manager on creating social ads. Delegated and art directed staff designers on swag for student-centered outreach events on campus. Collaborated with departments and campus partners on cross promotions and events.