Reversing Stagnant Event Performance Through Targeted Marketing
PROSPECTIVE GRADUATE STUDENT OPEN HOUSE
SCALE
Prior year registrants: 100 Prior year attendees: 57
Staff & volunteers: 25
TIMELINE
2 months (planning through event execution)
ROLE
Sole owner of marketing and communications strategy and execution
RESULTS
+239% registration (339)
+191% attendance (166)
Overview
This annual open house was a key recruitment touchpoint for prospective students, but engagement had plateaued over several years.
I led the end-to-end communications strategy for the event with the goal of increasing both registration and in-person attendance, supporting long-term recruitment and brand visibility.
THE PROBLEM
Despite ongoing refinements to the event itself, registration and attendance remained lower than expected. Promotion relied heavily on outdated tactics, including static digital flyers distributed through email listservs, which struggled to cut through noise or create urgency.
Internally, the event required significant planning effort across teams, yet delivered limited return. Without a change in approach, it was likely the event would continue to underperform or be questioned for its value.
The core issue wasn’t the event, it was that the marketing failed to stand out, reach the right audience, or clearly communicate why the event was worth attending.
THE STRATEGY
Before executing anything, I anchored the work around 2 clear goals: Increase event registration & attendance by 10% From there, I focused on 3 strategic shifts:
1. TARGET THE RIGHT AUDIENCE INTENTIONALLY
Instead of broad, passive distribution, I used CRM data to identify and directly reach prospective graduate students most likely to attend, including local prospects within a defined geographic radius.
2. REFRAME THE VALUE PROPOSITION
Messaging moved away from generic event promotion and toward curiosity-driven, experience-based hooks that highlighted what made the event unique and worth showing up for.
3. REDUCE FRICTION & REINFORCE COMMITMENT
Communications didn’t stop at registration. I built a post-registration experience designed to help attendees plan, feel prepared, and follow through.
Time and budget constraints ruled out paid advertising or print materials, so the strategy relied entirely on owned channels and efficient execution.
THE EXECUTION
As a one-person team, I executed the full campaign across multiple channels:
Email marketing: Built and deployed segmented campaigns through the CRM, including invitation, reminder, day-of messaging, and follow-ups
Audience segmentation: Targeted current undergraduates and inquiry-stage prospects within a 250-mile radius, with amplification through partner networks
Social content: Developed posts and stories using curiosity-driven hooks and countdowns to create urgency
Conversion support: Created a “plan your day” message with schedules, parking details, calendar integration, and logistical clarity
Attendance reinforcement: Introduced SMS reminders for the first time and used limited-quantity incentives to encourage early check-in
All strategy, copy, design, scheduling, and rollout were handled independently, without formal approvals, allowing for speed and iteration.
SMS reminder for registrants
Social content
Email invitation & reminder
THE RESULTS
Initial goals:
Increase event registration by 10% (from 100)
Increase event attendance by 10% (from 57)
The campaign significantly exceeded its original goals.
The higher turnout created a more dynamic, engaging experience for attendees and internal stakeholders alike, transforming the perception of the event’s value.
239%
Increase in registration
(from 100 to 339)
191%
Increase in attendance
(from 57 to 166)
Impact Beyond Metrics
This project demonstrates how an intentional marketing strategy, even without a budget or a team, can dramatically change outcomes.
By starting with clear goals, focusing on audience relevance, and carrying execution through to follow-up, I was able to turn a stagnant initiative into a high-performing recruitment opportunity.
KEY TAKEAWAY