High Point University · Enrollment email, social, print
Fewer 18-year-olds every year. Rising costs. I tied every message to a real moment in a family's year, from the November 1 deadline to Thanksgiving to the day after Christmas.
Keep enrollment growing while the number of college-age students shrinks nationally.
Creative strategist and copywriter on the HPU team. I write the emails, quizzes and print, and managed the creative team for the TikTok videos.
30+ email campaigns, 72 major-specific emails, state-by-state campaigns, a parent series on HPU's famous mentors, a 300,000+ household mailer, TikToks and Meta ads.
Up to 70%
lift in unique email click-through
$25 → $7.14
cost per registration on Meta, after two test rounds
1,671
largest freshman class in HPU history, fall 2025, up 9.4%
the insight
Families open a note from a person, not a brochure.
HPU's own tests showed plain-text emails beat designed ones. So I write like someone who knows the kid.
red pen, in the margins
High Point University · The one gift you won't return
Today, half the country is standing in a return line.
Wrong size. Wrong color. Already have one.
But some gifts you keep for life.
At High Point University, that gift is people who know your name.
You have a few quiet days before 2027. Use one of them to apply.
“half the country is standing in a return line”
Opens on what they're doing today. Timing is the hook.
“people who know your name”
The turn: from a gift you return to one you keep.
“a few quiet days”
The ask fits the week. It doesn't fight it.
one idea, every state
Each state got its own email: a surprising local fact, then a real HPU graduate from that state, then a fee waiver code with the state's name.
Pop quiz: What connects Florida and High Point?
Pop quiz: What connects New York and High Point?
Pop quiz: What connects New Jersey and High Point?
Pop quiz: What connects Fort Worth and High Point?
the fun fact gets the open. the grad gets the application.
a parent series
HPU brings famous leaders to campus as mentors. I wrote a parent email for each one, built on one idea: imagine your child in the room.
High Point University · Access to Innovators
There are people students learn about.
And then there are people they get to meet.
Imagine your child walking into class with a project they have been working on for weeks.
Maybe it works. Maybe it almost works.
Then Steve Wozniak walks in.
Not on a screen. Not in a documentary. In the room.
“people they get to meet”
The whole series in one line. Learn about vs. meet.
“Maybe it almost works.”
Every parent has watched their kid struggle with something. That's the hook.
“In the room.”
Three short sentences, each one closer. The last one lands it.
STEVE WOZNIAK
What would Steve Wozniak say about your child's idea?
MARC RANDOLPH, NETFLIX
Your child has an idea. Marc Randolph has questions.
DEE ANN TURNER, CHICK-FIL-A
Someday, someone will ask your child: 'Tell me about yourself.'
RUSSELL WEINER, DOMINO'S
The CEO lesson that started with admitting something wasn't working
BYRON PITTS, ABC NEWS
The camera turns on. Then what?
SUE DOWNES, MYEYEDR.
One office became 1,000. What happened in between?
the meta test
ROUND 1
Winner at $9.09 per registration
ROUND 2
Winner at $7.14 per registration
$10,000 in spend, 880 registrations. The winning angle beat the emotional hook by 3.5x on cost.
no. 1
Managed the creative team for the TikTok videos: talent, film production and graphics.
no. 2
Wrote 72 major-specific emails, one for every undergraduate program, with the admissions team.
no. 3
Put a tracking code on every piece, so each campaign taught the next one.
“CJ is High Point's secret weapon.”
Open to full-time senior copywriter roles. Remote or Milwaukee.