Harvard Extension School Commencement Page
A multimedia landing page highlighting the accomplishments of 2017 graduates.
Audience
Harvard Extension School graduates and current students
Goal
Evoke a sense of pride among graduates and inspire ongoing advocacy of Harvard Extension School. Increase overall referral traffic to the Extension website in May.
Role
Content Strategy, Content Creation, Design Consultant, Video Producer
Graduate Spotlights
We selected 10 students to be featured on this landing page, representing the breadth of our student body ranging in age, experience, and study field. I managed the editing and production of the graduate Q&As.
Commencement Video
This video set the tone for the page, capturing the uplifting spirit of Harvard Commencement. It also reinforced the message that Harvard Extension School is part of Harvard University, showing Extension graduates among other Harvard schools during the Commencement ceremony. I worked with our in-house video team on storyboarding, coordinating shot locations, and editing.
Class of 2017 Infographic
This infographic offers a snapshot of the 2017 graduating class, who range in age from 18–68 years old and hail from 59 countries around the world. I worked with our programs staff to gather data and designed the infographic.
Share Your Story Tool
This tool allowed graduates to submit short reflections on their experience at Harvard Extension School and what makes them most proud about earning their Harvard degree. The more than 30 inspiring stories gathered here will continue to bolster our content marketing—repurposing them for program pages and marketing collateral.
Results
32 student stories gathered via the Share Your Story tool
Over 40 new content pieces that can be repurposed across the website and marketing collateral.
150% increase in site traffic year over year.
11 direct lead generation conversions.
66 assisted lead generation conversions.
