Building Awareness for Boston College's MSAA
A dual-scope engagement spanning multichannel enrollment marketing and full-service event support for the BC Analytics Symposium — from digital campaign to on-site photo and video production.
My Role
Creative Director
Team
Art Director, Production Designer, Video Editor, Copywriter, Editor
Deliverables
Digital Campaign, Landing Page, Event Production, Photo & Video Shoot, Photo Library, Videos
Two Challenges, One Cohesive Engagement
Boston College’s MS in Applied Analytics program needed two things simultaneously: a campaign that could attract and convert prospective students in a competitive graduate market, and an event presence worthy of a flagship community moment — the BC Analytics Symposium.
For the campaign, the audience was early-career professionals and career-switchers weighing a significant investment of time and money. They needed to quickly understand what differentiated BC’s program — the machine learning and AI curriculum, the project-based approach, the career outcomes — and feel confident enough to inquire or apply. For the symposium, the challenge was capturing the energy and credibility of the live event in assets that could work long after the day itself ended.
As Creative Director, I led both workstreams simultaneously — establishing strategic and creative direction, managing the team across deliverables, leading all client presentations, and personally directing the photo and video shoots on the day of the event.
Key Objectives
Communicate career-ready outcomes through machine learning and AI skills, tool fluency, and portfolio projects
Emphasize rapid completion with a 12-month full-time pathway — and part-time flexibility for working professionals
Build authenticity and credibility through real student and faculty stories, testimonials, and project case studies
Drive high-quality inquiries and applications across both awareness and decision stages of the funnel
One Strategy, Two Expressions
Though the campaign and the symposium served different immediate purposes, we grounded both in the same strategic truth: Boston College’s program prepares analytically rigorous, career-ready graduates who are part of a genuine, supportive community. The campaign communicated that promise to prospective students. The symposium work demonstrated it through the voices of the people living it.
Enrollment Campaign
We built the campaign around three messaging pillars designed to address the core questions every prospective graduate student carries — will this get me where I want to go, can I trust it, and can I actually make it work for my life?
Industry-Aligned Outcomes
We showcased career-ready skills, hands-on projects, and industry mentors to signal immediate employer value — positioning fluency in machine learning, AI, and applied analytics as a direct on-ramp to roles across industries.
Authenticity & Credibility
Authentic student and faculty photography paired with testimonial-led creative built trust and relatability. Human stories brought the rigorous curriculum to life while reinforcing the prestige of the Boston College name.
Accessibility & Flexibility
We clearly surfaced delivery options — on-campus, hybrid, online, and part-time — to meet working professionals where they are, with realistic timelines that made the program feel achievable, not intimidating.
Analytics Symposium Event Support
The BC Analytics Symposium was the program’s flagship community event — a moment where students, alumni, and faculty came together around shared work and ambition. Our role was to capture and amplify that energy through a suite of video and photography assets that could outlast the event itself.
I directed both the photo and video shoots on-site, working closely with the production crew to ensure we captured the authentic moments — candid conversations, panel discussions, faculty interactions — that would make the testimonial and recap content feel real rather than staged.
Event Support
On-site creative and production support for the BC Analytics Symposium — including deck design and print assets that gave the event a cohesive, on-brand presence from the moment attendees arrived.
Photo & Video Libraries
A curated library of uniquely BC imagery — authentic event photography and video B-roll to refresh web and advertising assets and support future productions with polished, on-brand visuals.
Event Recap Materials
A narrative-driven event recap video and faculty and student testimonials capturing the symposium’s impact — real voices sharing what the program and community mean to them, built for use across future recruitment touchpoints.
A Campaign and Content, Built to Last
The enrollment campaign gave Boston College’s MSAA program a cohesive digital presence across four channels — each asset calibrated to the awareness or conversion stage it was designed to serve, and all unified by the same three messaging pillars.
The symposium work produced something equally valuable: an owned library of authentic BC imagery and video that the program could draw from across future campaigns, web updates, and recruitment materials — reducing the ongoing cost and effort of content creation while keeping the visual identity fresh and credible.
