Agriculture Recruitment Campaign
This initiative was developed to highlight the real-world opportunities available within the university’s agriculture program while creating stronger emotional connection and prospective student engagement among students interested in rural and agricultural careers.
Working alongside university leadership, faculty, photographers, and marketing staff, I helped concept and direct a storytelling-focused recruitment effort centered around authentic student experiences and the university’s connection to the surrounding agricultural community.
The creative approach intentionally moved away from staged recruitment photography in favor of real environments, working farms, and genuine student interaction. By combining photography, environmental storytelling, and social media content, the project helped position the agriculture program as both hands-on and deeply connected to the realities of the industry students hoped to enter.
All campaign visuals were captured on my family’s farm near campus, helping ground the project in an environment that authentically reflected the agricultural community the program serves.
Integrated Campaign Strategy & Creative Direction
This multi-channel recruitment effort expanded far beyond a single photoshoot and evolved into an integrated marketing initiative focused on authentic storytelling, targeted outreach, and increasing visibility for the university’s agriculture program.
Working alongside our creative team, admissions, the agriculture department, and an external digital marketing agency, I helped guide campaign strategy, creative direction, and rollout across multiple platforms. The initiative included digital advertising, retargeting efforts, custom homepage messaging, email communication, billboard placements, and social content designed to create a consistent audience experience across every touchpoint.
A major focus of the project was maintaining visual and messaging consistency while creating content that felt authentic to both the agriculture industry and student experience. The integrated approach helped expand regional awareness of the program while positioning it as hands-on, community-connected, and aligned with the real-world opportunities students were seeking.
Targeted Audience Acquisition Campaign
As part of the university’s agriculture recruitment strategy, we identified a niche agriculture-focused high school near Chicago that represented a strong opportunity for targeted outreach and brand awareness.
Working alongside our internal creative team, admissions, and an external digital marketing agency, I helped develop and execute a multi-channel audience acquisition effort designed to increase visibility and engagement with prospective agriculture students. The initiative included billboard placements, digital advertising, geofencing, mobile targeting, direct mail, landing pages, and out-of-home rideshare advertising featuring branded vehicle wraps.
A major focus of the campaign was maintaining a consistent visual identity and message across every platform while tailoring outreach specifically to students already engaged in agriculture education pathways. The integrated strategy helped expand regional awareness of the university’s agriculture program while strengthening engagement within a highly targeted audience.
Billboard placed in Chicago, IL near the agriculture high school to create brand awareness for the WIU Agriculture Department.
