Manhattan School of Music

  • Manhattan School of Music is one of the world’s premier music conservatories for classical music, jazz, and musical theatre. I served as the Performance Marketing Associate for one year before moving into a newly-created role, Enrollment Marketing Associate. You can learn more about the school through this admissions brochure that I created in collaboration with the design department.

  • As Performance Marketing Associate:
    ✽ Promoted over 800 events through social media, email campaigns, and advertising (online and print)
    ✽ Wrote and distributed press releases, liaised with press at events, compiled clippings for quarterly reports
    ✽ Shot, edited, and disseminated photo and video content used for marketing, recruitment, and advancement

    As Enrollment Marketing Associate:
    ✽ Created and implemented the school’s first ever enrollment marketing strategy
    ✽ Utilized graphic design, writing, photography, and videography skills to create authentic and engaging content for website, social media, email campaigns, alumni success stories, and recruitment materials

  • ✽ Increased following by 300% (40K users) across Instagram, Facebook, and Twitter (March 2018 - August 2021)
    ✽ Increased the School’s application and enrollment numbers during the 2019-2020 season, despite nationwide decrease in college applications and enrollment
    ✽ Marketed a sold-out performance at Carnegie Hall during MSM’s Centennial celebrations

✷ Select Projects ✷

  • MSM Spotlight

    In Fall 2019, I created MSM Spotlight, conversations about creativity, inspiration, and life at MSM. You can read interviews with students and faculty that I conducted and transcribed here, here, and here.

  • Day in the Life IG Takeover

    As a part of my enrollment marketing strategy, I produced weekly “Instagram Takeovers” and Q&As with students across all department and programs. You can view one of the takeovers here.

  • Success Stories

    In a society that prioritizes STEM over the arts, it can be difficult to sell a music degree to incoming students (and parents). We created this page that I updated weekly with news about current students, faculty, and alumni thriving in their music careers.

  • Paid Social

    Another “first” milestone as an Enrollment Marketing Associate was paid social advertising. I created several recruitment ads for each department and segmented the target audiences accordingly across Facebook and Instagram.

  • Centennial Celebrations

    The 2018-2019 Season marked MSM’s Centennial Year. As Performance Marketing Associate, I played a vital role in promoting the season’s 600+ concerts, including the grand re-opening of Neidorff-Karpati Hall and a sold-out gala concert at Carnegie Hall. You can read more about it here.

  • #MSMBound

    The most difficult part in the Admissions cycle is after acceptances go out and you’re waiting for students to confirm and enroll. My job was to make sure students were excited about attending MSM, so I created the #MSMBound contest to encourage students to share their (new) school spirit.

social media management

social media management

Social media is a vital tool for admissions, performances, and advancement, but during the Covid-19 pandemic, it also became a main source of communication between the administration and students (both current and future). During my three years managing MSM’s social media, our following increased by 300% (40K users) across Instagram, Facebook, and Twitter.

instagram

✷ Telling the Story ✷

It’s no secret that video is king in today’s digital landscape. Not only is it more attention grabbing than a photo or blog post, but it helps best answer the question that every prospective student asks: “what’s it really like to go to school here?”. I was apart of every video distributed by the Media & Communications department during my time at MSM, whether as a camera operator, editor, script writer, or all three at once. You can see more videos I worked on here.