Multichannel strategy, creative direction, and execution to build awareness and drive enrollment for Pitt’s MSW program — across both on-ground and online formats.
Creative Director
Art Director, Production Designer, Copywriter, Editor
Digital Ad Campaign, OOH Campaign, Landing Page, Enrollment Assets
The University of Pittsburgh’s School of Social Work had the credentials — a top-15 national ranking, an exceptional licensure pass rate, and over a century of academic excellence — but needed a campaign that could translate that prestige into enrollment momentum. In a field where prospective students are drawn to mission as much as outcomes, the campaign had to do more than list accolades. It had to speak to why social work matters and why Pitt is the right place to pursue it.
Compounding the challenge was a dual-format program: Pitt offers both on-ground and online MSW pathways. Each serves a distinct audience with distinct needs, and the campaign needed to feel cohesive across both — without flattening the differences that make each format compelling to its intended audience.
Build awareness of Pitt’s MSW and position the program as a mission-driven leader in social work education
Clarify on-ground and online pathways in a way that feels cohesive and relevant to each distinct audience segment
Support the full prospective student journey with tailored assets from first touch through inquiry to application
Social work attracts a particular kind of prospective student — one driven by purpose, drawn to equity and advocacy, and weighing a graduate program not just as a career investment but as an extension of their values. The campaign had to meet that orientation head-on, leading with Pitt’s mission alignment before moving into the proof points and flexibility that close the decision.
As Creative Director, I set the strategic tone and visual direction for the campaign, guided the team through concept development and asset production, and led all client presentations — translating University partner feedback into focused creative direction at each round of refinement.
We anchored the campaign in Pitt’s core values — social justice, anti-oppressive education, and community impact. This directly aligned with the motivations of prospective students pursuing careers rooted in equity, advocacy, and meaningful change.
A #12 national ranking, a licensure pass rate 14% above the national average, and over 100 years of academic excellence gave the campaign concrete proof points that positioned Pitt as a trusted, top-tier choice — not just a values-aligned one.
Part-time pacing, online options, customizable specializations, and in-state tuition for online students were surfaced clearly to meet working professionals and diverse learners where they are — making the program feel achievable for the full range of prospective students.
The finished campaign gave Pitt’s MSW a consistent, mission-forward presence across digital, print, and out-of-home channels — each asset calibrated to where a prospective student was in their decision journey, and all unified by the same three messaging pillars.
One of the core creative challenges was maintaining a cohesive brand voice while speaking meaningfully to two distinct audiences — on-ground students drawn to campus community and in-person immersion, and online students drawn to flexibility and accessibility. The visual system and messaging architecture were built to flex for each audience without fracturing the program’s overall identity.
