Your boss magically grants your wishes and announces that they’re giving you multi-year, digital-specific recruitment budget – you should be thrilled, right!? But where do you even begin when you’re piloting a new initiative in the land of tri-folds? How do you make sure you’re building the best content? Getting the best bang for your buck? Targeting the right audiences? Not competing with other campaigns being run centrally or in other units? Ultimately leading to conversions? In this talk we’ll take you through our journey in the first two years developing a comprehensive faculty-specific recruitment campaign using both paid and organic content on Facebook. Within our first two years, we’ve increased traffic to the Arts & Humanities future students’ pages by 200%, lowered our cost-per-click by 55% and most importantly – met our applicant targets. We’ll show you how we did this – and if you don’t have a digital budget, we’ll show you how to make the case to your stakeholders on why they should be reallocating your traditional ad-buys to digital spends.