The Challenge The Computer Engineering web pages were originally faculty-centric, focusing on technical jargon and salary potential rather than the student experience. High school students struggled to visualize themselves in the field, and the department needed a narrative shift to drive recruitment.

• Securing Buy-In: I began by working directly with the Department Chair to establish a shared vision for the project. This early alignment was critical for navigating the internal culture and ensuring a smooth transition to a new communication strategy.
• Interviews with the Experts: I conducted one-on-one sessions with faculty members to listen to their specific expertise. By gathering the raw information directly from the source, I ensured that the resulting content would be grounded in technical reality.
• AI Workshopping: The insights from these faculty interviews became the foundation for AI-generated drafts. Prompts combined specific expert input with the specific needs of our high school audience. My refined, student-friendly text required minimal final revision from the professors.

The Execution

• Modular Page Layout: I grouped electives into specialty areas that mirrored the national engineering educator surveys, making the curriculum searchable and easy to navigate.
• SEO Optimization: I structured the subheadings to answer the specific questions prospective students search for: What is this field, what they study, and what careers are available.
• Custom Brand Imagery: Based on the unique descriptions of each specialty area, I designed a series of abstract vector illustrations. These visuals maintained the university brand and colors while giving each technical area a distinct, professional identity.

The Outcome This strategic shift in storytelling led to a significant increase in web traffic and click-through rates. Most importantly, it delivered a measurable institutional impact: Computer Engineering enrollment doubled following the implementation of these audience-focused pages.