When Ana M. Cetina was appointed Director of the Audio Technology programs at American University, the challenge was clear: grow enrollment—particularly among women, who remain underrepresented in the field—and reposition the graduate program, which was still developing its identity. In addition to her administrative responsibilities, Ana M. Cetina taught courses in Audio Post Production, Sound Design, Location Audio, and related subjects. She also led a strategic outreach effort to elevate the program’s visibility and appeal through creative and targeted solutions. These included a program video, branded materials (tri-fold flyers, banners, swag), digital personas, and a coordinated email campaign. By focusing on inclusive messaging, community engagement, and AU’s unique strengths, Ana M. Cetina helped drive a 79% increase in overall graduate enrollment with a 250% increase in female enrollment, while the undergraduate program saw a 60% rise in female students. These outcomes reflected not only a stronger applicant pool, but a measurable shift toward broader representation, visibility, and interdisciplinary engagement.
This flagship video anchored our messaging by telling a cohesive, compelling story about the Audio Technology program’s vision, values, and strengths. Centered on the program’s unique location in Washington, D.C., the diversity of its students, and the expertise of its faculty, the video served as both an introduction and invitation. By highlighting the kinds of students we sought to attract—creatives, technicians, storytellers—it helped prospective applicants visualize themselves in the program. The video also allowed us to directly address questions about community, opportunity, and post-graduate potential, making it a key asset for events, social platforms, and the university website.
Designed as a core recruitment tool, this trifold brochure offered a concise yet comprehensive overview of the graduate program and its three specialized tracks: Music Production, Audio Technology, and Sound for Visual Media. Developed specifically for high-profile outreach events like SXSW, it was crafted to resonate with both creative and technically inclined applicants. Featuring student and alumni quotes, curriculum highlights, credit requirements, and examples of post-graduation career paths, the brochure helped demystify the program while showcasing its real-world outcomes. Clean studio imagery, paired with a QR code for easy digital access, reinforced the program’s professional credibility and accessibility—making it a versatile and high-impact piece used at conferences, campus visits, and beyond.
This large-format banner served as a visual centerpiece at recruitment events, featuring a striking image of a female student confidently operating the console in one of our main studios. More than just branding, it was a deliberate choice to challenge industry norms and reflect the inclusive, forward-thinking identity we were cultivating within the program. The banner drew attention, sparked conversation, and helped prospective students see themselves in the space, both literally and aspirationally.
To sharpen our messaging and ensure alignment with the motivations of prospective applicants, we developed three detailed student personas representing our target audiences. Each profile combined demographic insight with narrative depth—featuring a name, personal quote, and an overview of that student’s goals, challenges, behaviors, and informational needs. These personas helped guide both content strategy and tone across marketing materials, ensuring we spoke directly to the diverse aspirations of future students. Whether highlighting creative ambition, technical curiosity, or a desire to work in socially engaged media, the personas allowed us to better position the program as a fit for a range of academic and professional backgrounds.
To ensure every prospective student felt seen, supported, and engaged, we developed a comprehensive communication workflow that guided interactions from initial inquiry through to enrollment. The strategy blended timely, human-centered outreach with carefully curated messaging that addressed common barriers, highlighted student success stories, and reinforced AU’s unique value. This thoughtful cadence of contact helped strengthen the applicant pipeline, reduce drop-off, and ensure consistency in how the program was represented across touchpoints.