UC Davis Honors

[CONTEXT]

The University Honors Program (UHP) at UC Davis aims to connect high achieving students with experiential learning opportunities, with an emphasis on research, service, and leadership.

UHP’s biggest recruitment event is at Aggie Day, UC Davis’ open house for newly admitted first year students. Our presentation averages ~250 attendees annually, and first year offers have the highest conversion rate out of our three entry pathways.

[ROLE]

As the program’s Communications Coordinator, I work closely with program leadership to lead marketing and outreach strategy, integrating student feedback with the program’s mission to recruit incoming, on-campus, and transfer Honors students.

How might we create a engaging publicity video promoting UHP’s mission, values, and benefits in a way that resonates with UC Davis’ diverse prospective student class?

[RESEARCH]

I wanted to examine what kind of messaging has persisted, and what real student experiences were like through a survey distributed to all currently enrolled Honors students:

• Why did you choose to join UHP?
• How has UHP supported your academic and career goals?
• What would you have liked to know about UHP before joining?
• What kind of attitude do you notice towards Honors students at UC Davis?
• What advice do you have for first year Honors students?

Out of 71 respondents, here’s what stood out:

[KEY MESSAGING]

1. UHP has practical benefits for students such as priority registration, supportive staff, and a tight knit community, as well as opening doors to exclusive opportunities that build real world skills and foster personal intellectual interests.
2. UHP’s dedicated staff of advisors and peer mentors are supportive and flexible, helping students meet their goals within their unique circumstances.
3. Despite being a prestigious program, UHP does not limit students by adding cumbersome requirements or being a high pressure environment— rather, encourages students to pursue their academic interests within an uplifting community.
4. UHP represents a diverse group of students from different cultural, socioeconomic, and intellectual backgrounds, and is committed to combating the traditionally exclusive nature of Honors in higher education.

[STUDENT FEATURES]

[PRINT DESIGN]