Because our marketing strategy had no email component in place, I developed a system to capture audience interest and deliver targeted information. Using a QR-code-based opt-in form built in Qualtrics, visitors could select the type of content they wanted—academic programs, alumni news, or events. Based on their choices, they received a follow-up email with relevant info, links, and an invite to connect. I wrote all the email copy and worked with my intern to build the automated flows in Mailchimp.