Audience Personas Research

My team developed six alumni personas through pioneering, robust, qualitative and quantitative research to section and articulate audience groups, as well as identify attitudinal and behavioral elaboration likelihood for each type.

Involvement Content Strategy

The mark of a great concept is when it lives beyond the subject, writer or designer. Humans want to see themselves in the stories of others. While this campaign centered on Ian, it is a concept that can be recycled and utilized again and again, because his story represents the return of connection on that engagement students crave.

Betty Bounces Back

The first lesson during a roller derby “fresh meat” clinic is how to fall. Amy Meeks recently returned to the Athens Hell Betty’s roller derby team following her recovery from kidney donation surgery, this is her story in print and video.

Kindness Brand Video

Nicole is a client I worked with prior to this project, so I was familiar with her speaking style, her story, and most importantly, her vision for a world where all human beings operated with more kindness. As her speaking engagements became more frequent, she brought me on board to help tell her story.

Socializing Safety Campaign

When planning for a safe return to campus, among the greatest concerns was student adherence to public health and safety guidelines. I led a cross-team collaboration to develop a variety of content across channels to normalize safety practices with a bit of whimsy and humor proven successful with safe sex campaigns.

Breast Cancer Video Series

As both a writer and a videographer, it is very rare that I am able to have the level of access to the intimate moments that Nicole so generously gave me during her breast cancer journey.

Retail Branding

The Bobcat Store was in need of a refresh in order to adapt to online trends; this required robust audience research to inform the development of a new logo, style guide and marketing strategy that balanced customer needs with store goals.

We’ll Find No Days

Working with a talented student poet, this project fused together his student experience with words from iconic OHIO songs in a video message of gratitude for alumni support.

Turning the Tide in Tech

The tech industry is male-dominated at best, and a chauvinist hub at worst – at least that’s what current headlines about silicon valley would suggest. These six women are working to change that. This article explores their experiences as young professionals and offers advice to the up-and-coming recent graduates that will follow them.

Voices of Change

College campuses surge with activism and dialogue when national issues of the day arise. In this story, three women look back at their experiences in the 1970s amid national unrest.

Social Media Consolidation

Through longitudinal social listening and thematic analysis of the available data, we developed a consolidation strategy and implementation plan to reduce 72 channels down to a strong thirteen.

Social Media Engagement

Inspired by Ernest Hemmingway’s six-word story, the #OHIO6Words instagram campaign called for participants to share their own six-word story on Instagram, coupled with an image that represented their OHIO experience. This project far exceeded engagement goals, and received international recognition from the Council for Advancement and Support of Education (CASE) for ‘Best Uses of Social Media for Alumni Relations.