This senior project focused on analyzing some of our social media channels and marketing communications with students (e.g. Student Life Newsletter) to see if there were ways to utilize analytics to drive growth and/or engagement with students on these different channels. Ways that this was done was by implementing A/B Subject Line testing on the Student Life Newsletter to increase open rates and click through rates (CTR), implementing Search Engine Optimization (SEO) on our By the Green blog, and more. After analyzing the data and results, the final recommendations given were: 1) to create more student-focused series to post on Instagram, as that is the content that performs best on Instagram and gets the most engagement from students, and 2) to continue doing A/B for the Student Life newsletter to increase open rates and CTR and ensure that the content is what students want to see.
