Bridging the gap between art and tech
Digital marketing strategy, website copy, and content marketing for a creative college competing for attention and qualified leads.
Increase in Facebook reach
Increase in social following
Increase in paid search visits
RMCAD needed to position itself as an intimate liberal arts school with enough scale, variety, and energy to “offer it all.” Word-of-mouth outreach and social engagement were falling short, so the work reframed RMCAD as a school built by creatives for creatives: rigorous, welcoming, and alive with community.
- 01
Repositioned RMCAD around the intersection of creativity, technology, and student experience.
- 02
Wrote website copy and content marketing that made the school feel built by creatives for creatives: rigorous, welcoming, and easy to picture yourself joining.
- 03
Supported a broader marketing and design system across paid search, social, student stories, and digital engagement.
A closer look at the RMCAD work.
RMCAD · Positioning
Reframing the school as a creative community built by creatives, for creatives.
The positioning moved RMCAD beyond a list of programs and into a more ownable story: a rigorous art and design school where creative people belong, build real skills, and join a vibrant community that understands them.
The core idea connected art, technology, student experience, and belonging so the school could feel both intimate and expansive.
RMCAD · Digital campaign system
Making the school feel vibrant, visible, and welcoming across digital touchpoints.
The campaign system translated the repositioning into a digital presence that highlighted campus energy, student identity, creative tools, and the invitation to belong.
The work gave prospective students multiple ways into the story: campus, community, programs, and creative outcomes.
RMCAD · Website copy
Writing program pages that speak to the student behind the portfolio.
The website copy made the programs feel specific, motivating, and accessible. Instead of generic academic language, the pages spoke to creative ambition, career direction, and the feeling of finding the right place to grow.
RMCAD · Content marketing
Turning program value into helpful, scannable content.
Content marketing gave prospective students practical reasons to engage. The work broke down program advantages, industry context, and creative career pathways in formats designed for quick understanding and deeper exploration.
RMCAD · Community and social
Giving the community a warmer, more participatory voice.
The social and campaign assets extended the welcoming positioning into moments that felt playful, expressive, and community-led, giving students and prospects a more human signal of what it feels like to belong at RMCAD.
RMCAD · Results
The repositioning helped turn attention into measurable growth.
The combined marketing and design effort helped more users spend time engaging with RMCAD.edu, doubled total leads year over year, and boosted social media community engagement across channels.
Results included a 6094% increase in Facebook reach, 170% increase in social media following, 263% increase in paid search visits, and 106% increase in paid ad conversions.
The work helped double total leads year over year, lift social community engagement, and produce major gains across reach, following, search visits, and paid ad conversions.