Role: Writer
Each semester, the University of Houston-Clear Lake hosts open house events for prospective freshmen, transfer and graduate students. These recruiting events aim to showcase campus with tours and info sessions. Discover UHCL is targeted at undergraduate students, while Graduate Preview is targeted at graduate students. Before fall 2019, the events were simply called "UHCL Open House" and both undergrads and graduate students attended a single event.
To advertise these events and encourage registration, I wrote content for digital ads on social media, including Facebook, Instagram, Snapchat, LinkedIn and YouTube, beginning in fall 2018.
Spring 2021
Facebook and Instagram
Results (Feb. - April 2021)
Results (The number of times your ad achieved an outcome, based on the objective and settings you selected): 927
Reach (The number of people who saw your ads at least once): 175,910
Impressions (The number of times your ads were on screen.): 247,881
Cost Per Click: $1.62
Clicks (The number of clicks on your ads.): 1,269
Post Engagement (The total number of actions that people take involving your ads): 1,300
LinkedIn
Results (Feb. 2021)
Website clicks: 79
Avg. CPC (Cost Per Click): $6.41
Impressions: 16,003
CTR: .49%
Snapchat
Results (Feb. 2021)
Paid Impressions (The total number of times your ad was served to a Snapchatter. Tracked when the ad fully renders on a device for the first time during a Snapchatter’s viewing session.): 2,348,979
eCPM (effective cost per thousand impressions): $2.13
Swipe Ups (Actions/Clicks): 13,854
eCPU (Effective cost per swipe up, calculated as the spend divided by the number of swipe ups delivered.): $0.36
Fall 2020
With the onset of the COVID-19 pandemic, the university made a shift to online events for admissions and recruitment. I wrote copy and assisted in building the Facebook campaigns for these digital ads.
Results (Oct. - Dec. 2020)
Results (The number of times your ad achieved an outcome, based on the objective and settings you selected): 9,772
Reach (The number of people who saw your ads at least once): 981,851
Impressions (The number of times your ads were on screen.): 2,939,672
Cost Per Click: Highest CPC: $1.36, Lowest CPC: 78 cents
Clicks (The number of clicks on your ads.): 13,802
Post Engagement (The total number of actions that people take involving your ads): 6,069
Results (Oct.- Dec. 2020)
Website clicks: 140
Avg. CPC (Cost Per Click): $7.14
Impressions: 28,287
CTR: .49%
Snapchat
Results (Oct. 2020)
Paid Impressions (The total number of times your ad was served to a Snapchatter. Tracked when the ad fully renders on a device for the first time during a Snapchatter’s viewing session.): 655,650
eCPM (effective cost per thousand impressions): $8.16
Swipe Ups (Actions/Clicks): 5,226
eCPU (Effective cost per swipe up, calculated as the spend divided by the number of swipe ups delivered.): $1.02
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