ABIGAIL LETSON

• Halda – The Transformative AI Tool: Halda has become one of our most transformative tools today. It captures web traffic through AI-customized forms, ensuring that leads are of the highest quality—either coming from organic search or targeted ads. Halda uses AI to segment leads automatically and nurture them through AI-powered email drip campaigns. Additionally, as prospective students revisit the Felician University website, they are presented with customized AI-powered hubs, providing them with content tailored to their educational and career goals.
  
  My role involved negotiating add-ons with Halda as new AI features became available, securing unmatched prices in exchange for serving as a beta tester for those features. This strategic partnership drove a 43.6% enrollment conversion from Halda leads who went on to deposit as students. The AI-powered automation and personalization helped to nurture leads effectively and efficiently.
  
  
  
  
  
  
  
  
  
  
   

• Sprout Social – Automating Social Media to Amplify Reach: Recognizing the need for an efficient way to manage our social media presence, I spearheaded the implementation of Sprout Social. This tool allowed us to automate posting, calendarize content, and monitor competitor activity. Through Sprout Social’s analytics and reporting features, I was able to track the effectiveness of our campaigns and produce valuable insights to improve engagement.
  
  The results were significant: since the initial Sprout Social implementation, impressions surpassed 40 million, growing by an incredible 359.5%. Engagements grew by 135.5%, and link clicks increased by 524.4%—showing that Sprout Social played a crucial role in scaling our social media impact and driving website traffic.
  
  
  
  
  
  
   

• CampusReel – Harnessing User-Generated Content for Lead Generation: Partnering with CampusReel, I was able to tap into Gen Z’s content creation abilities by encouraging students to create user-generated videos. This collaboration was mutually beneficial: we received authentic, relatable content while students earned a well-paid micro-internship. CampusReel handled all aspects of video production, including editing, quality control, and ensuring the content adhered to brand standards, saving my team both time and money.
  
  These videos were embedded on the university’s website and served as a lead generation tool, with pop-up forms prompting visitors to take action. In addition, Felician University was also featured on CampusReel’s website, generating traffic and leads from their platform as well. I worked closely with CampusReel’s founder over multiple meetings to negotiate an affordable yet value-packed contract. This partnership not only delivered high-quality video content but also maximized our lead generation efforts.
   

• StudentBridge – Facilitating Virtual Tours and Lead Generation: StudentBridge hosted our virtual tour (also highlighted in my video production project, which you can view here), allowing prospective students to explore Felician University from anywhere. The virtual tour was designed to not only showcase the campus but also serve as a lead generation tool, with embedded forms prompting visitors to submit their information for follow-up. The integration of StudentBridge’s technology allowed us to provide prospective students with a seamless, engaging experience while capturing critical data to convert them into leads.
   

• Driving Results – An overview of the impressive results, despite tight resources:

  • Lead Conversion Rate: With Halda capturing and nurturing AI-driven leads, 43.6% of these leads went on to become enrolled students.

  • Social Media Growth: Through Sprout Social, impressions grew by 359.5%, engagements increased by 135.5%, and link clicks jumped by 524.4%.

  • Video Engagement: The CampusReel partnership resulted in higher engagement through user-generated video content, increasing both website interaction and lead generation.

  • Lead Funnel Optimization: With StudentBridge, we optimized the lead generation process for virtual tour visitors, driving better conversion rates from website traffic to enrolled students.
     

The Outcome: Small Team, Big Impact
 

By strategically selecting the right vendors and using AI-powered tools, we were able to scale our efforts, maximize impact, and achieve remarkable results despite having limited resources. What could have been a traditional marketing effort turned into a highly efficient, data-driven campaign that not only saved time and money but also drove measurable results. This project proved that smarter technology use—not just bigger budgets—can make a substantial difference in marketing outcomes.