Increasing graduate yield with a transmedia campaign

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dc.contributor.advisor George-Palilonis, Jennifer Drennan-Bonner, Erin M. 2020-10-27T15:19:14Z 2020-10-27T15:19:14Z 2020-07-18
dc.description.abstract In higher education admissions, yield is the percentage of students that enroll in the university once they have been admitted, and many universities, including Ball State, struggle to increase their yield each year. Due to a lack of connection, information, and guidance, students often never enroll with a university after they are admitted. This creative project aims to connect prospective students with current students at Ball State University, leading to an increase in yield among graduate programs. This project used competitive analysis and empathy research to better understand national trends related to yield in higher education. Then, design thinking was implemented to generate ideas for the development of a transmedia campaign meant to build affinity among prospective students by allowing them to build relationships with current students. The transmedia storyworld consists of a website, social media campaign, and Cardinal ambassador program that together strive to build deeper connections between a university and its potential students. en_US
dc.description.sponsorship Department of Journalism
dc.subject.lcsh Digital storytelling
dc.subject.lcsh College attendance -- Indiana -- Muncie
dc.subject.other Ball State University -- Graduate students -- Admission
dc.title Increasing graduate yield with a transmedia campaign en_US
dc.type Creative project (M. A.), 6 hrs. Thesis (M.A.) en_US

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  • Creative Projects [3230]
    Creative projects submitted to the Graduate School by Ball State University master's degree candidates in partial fulfillment of degree requirements.

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