Graduate certificate programs can provide individuals with an important educational credential in a focused area of study, and the University is seeking to increase program visibility through a new mini-marketing campaign.
“A graduate or post-master’s certificate enables individuals to obtain specialized training in a particular academic or occupational area that can help advance their careers,” said Karla Stanchina, manager of communications for the Graduate School.
Stanchina worked in collaboration with the Office of University Communications to implement an effort to promote the University’s nearly 40 graduate certificate programs via banners on the Charlotte Observer website through online retargeting and through underwriting on WFAE and other commercial spots on Charlotte-area radio. A number of short videos featuring current graduate certificate students and faculty were recorded; they can be viewed on the University’s YouTube channel. The Provost’s Office provided funding to support the initiative.
The campaign, which began in mid-May, is demonstrating results. According to Richard McDevitt, director of marketing in the Office of University Communications, the graduate certificate website is experiencing increasing traffic.
“A result of collaboration with the Graduate School and one of our approved third-party communications vendors, this campaign is raising awareness of the University’s graduate certificate programs and is resulting in new students,” said McDevitt. “Karla did an excellent job to coordinate the creation of the campaign.”
University communications staff Wade Bruton and Brandon Kirkley provided photography and video support for the campaign, which runs through August.
To support the initiative, the Graduate School increased its number of open houses where prospective students can meet in person with University personnel to learn about the certificate programs and how they can enhance careers, increase professional knowledge and lead to further graduate studies.
“Our open houses, being held on campus and at UNC Charlotte Center City, provide individuals a face-to-face opportunity to interact with us, and they are a great way to support the overall marketing campaign,” said Stanchina, who added the school also offers online open houses.