Bay Path University

Challenge

Amid a global pandemic and facing falling enrollment, Bay Path University wanted to re-energize its social media audience to drive overall brand awareness and interest in the University’s specific offerings.

Solution

Zozimus created an overarching content strategy for Bay Path, focusing on real-time happenings (remote learning, social justice, holidays & events, etc.) involving:

• Mini-campaigns to highlight Bay Path students, alumni, faculty & staff
• A focus the University’s contribution to successful student outcomes
• Social oversight on content created by the internal Bay Path team

LinkedIn Campaign

Zozimus created a series of posts on LinkedIn that featured professors, “#MyPath” posts, content surrounding careers after graduation, and commencement announcements

Results of this targeted campaign included 175,746 impressions and 3,949 direct engagements and click-throughs.

#MyPath Campaign

Zozimus held interviews with different members of the Bay Path community (students, faculty/staff) to hear their Bay Path story. We then wrote long-form social posts telling each person’s Bay Path story and created the branded hashtag #MyPath to encompass the campaign.

Results included 310,844 impressions and 16,917 direct engagements. The stories were then repurposed across other media including their “Voices of Bay Path” campaign

#WeAreBayPath Campaign.

The #WeAreBayPath campaign focused on students from The American Women’s College (TAWC), who were  attending Bay Path after some time off of school. We highlighted these students to spread awareness that Bay Path is flexible, always available (no matter your life stage) and doable for busy parents.

Results included 15,699 impressions and 1,111 direct engagements

Small Business Saturday Campaign

Zozimus held interviews with Bay Path alumni that are now entrepreneurs to highlight their success and how the University contributed to it. These posts went live the week before Small Business Saturday.

Results included 36,903 impressions and 3,982 direct engagements.