Operational Alignment & Measurable Outcomes

CASE STUDY: Organizational Design & Creative Integration

Modernizing a Legacy Production Model for Brand Impact

The Opportunity:

For nearly two decades, the Arts and Sciences Studio operated within the Technology unit (ASC Tech), focused primarily on instructional media. As the landscape of higher education shifted toward digital storytelling, a strategic gap emerged. Video content—the college’s most powerful marketing tool—was being produced in a technical silo, disconnected from the central brand strategy, recruitment goals, and philanthropic narratives of the university.

The Strategic Intervention:

I authored and led a comprehensive proposal to restructure the college’s media ecosystem. The goal was twofold: to centralize brand governance within Marketing and Communications while optimizing instructional support within the Office of Distance Education.

Executive Pillarsof the Transition:

• Strategic Alignment-Unified video and podcast production under a single creative vision to ensure 100% brand consistency with the larger university.

• Operational Efficiency-Optimized fiscal resources by creating a shared-service model for studio space and high-end equipment.

• Stakeholder Diplomacy-Facilitated a cross-departmental transition of staffing lines through collaborative negotiation.

Implementation Framework:

1. Unified Recruitment & Retention Ecosystems-By moving video services to MarComm, we transformed production from "utility" to "strategy." We developed a thematic roadmap focusing on:

• The Student Journey: Real-time scholarship reveals and faculty research spotlights.

• Virtual Accessibility: Elevated visual tours capturing the campus energy and student experience to bridge the distance for global and first-generation prospective students

2. Brand Advocacy & Philanthropic ROI-We leveraged the new structure to create shareable, cinematic content that speaks directly to the donor's "emotional return on investment," successfully bridging the gap between philanthropic giving and student transformation.

3. Organizational Change Management-A critical component of this transition was the human element. I successfully led the migration of:

• Reporting Lines: Integrated technical producers into the creative team to foster "pracademic" collaboration.

• Shared Infrastructure: Negotiated a memorandum of understanding (MOU) for the physical studio space to be shared between Marketing and Distance Education, ensuring no loss in instructional capacity.

Leadership Reflection:

This transition was about more than moving desks; it was about moving the culture. By aligning our technical assets with our institutional mission, we moved from a reactive service model to a proactive, vision-driven communications enterprise.

The Outcome:

The transition was completed in early 2025. Today, this integrated model serves as the blueprint for creative operations across the college, resulting in a more agile, data-informed, and cohesive institutional voice that resonates with alumni, students, and stakeholders.

Social Media Impact Report: Narrative Innovation & Operational Rigor

In navigating the complexities of the university’s largest college, I have prioritized a high-impact, lean management model for our social media function. For the past seven years—spanning tenures at the Moritz College of Law and the College of Arts and Sciences—I have maintained a close strategic partnership with a dedicated and gifted senior media expert to drive institutional visibility. Our weekly collaborative sessions serve as a tactical "nerve center," where we align departmental voices, synchronize news cycles, and identify opportunities for narrative amplification. In this agile environment, quarterly performance reporting is a mechanical necessity; it provides the data-informed pulse required to iterate rapidly, ensuring our strategies remain responsive to shifting platform algorithms and audience behaviors. Highlights from the college’s most recent quarterly reports are viewable on the left.

• Scalable Audience Growth & Market Reach Orchestrated data-informed social strategies resulting in an 86.5% increase in impressions and a 39% rise in total engagements, consistently outperforming industry standards on LinkedIn, Facebook, and Instagram. Successfully surpassed major milestones, including 11,000 Facebook followers and 10,000 LinkedIn followers, through targeted audience expansion and "boosted" content integration.

• Regulatory Leadership & Risk Mitigation Proactively addressed ADA Title II mandates by developing an enterprise-wide Social Media Accessibility Resource Guide. By establishing high-contrast, alt-text, and captioning frameworks, I ensured institutional compliance with federal disability law ahead of the 2026 deadline, protecting the university from legal and reputational risk.

• Brand Governance & Enterprise Alignment Implemented a rigorous account-approval framework to mitigate "brand drift" and ensure all departmental channels maintain the capacity and content-viability to sustain institutional standards. This focus on strategic consultation ensures that new accounts (particularly on LinkedIn) are launched only when they align with the broader university mission.

• Operational Optimization & Process Engineering Streamlined college-wide communications by creating Standard Operating Procedures (SOPs), including Student Takeover Guidelines and a Social Media Post Request Guide. These tools modernized the communications function, moving the department toward a highly efficient, service-oriented model that balances central oversight with departmental needs.

• Creative Synergies & Faculty Advocacy Leveraged the newly formed Digital Media Studio to prioritize high-impact video content, such as the “That’s Not How That Works” faculty expertise campaign. This "infotainment" approach successfully translates academic research into accessible digital narratives that drive engagement during critical yield seasons.

Title: Love of Languages 5K: A Blueprint for Interdisciplinary Advocacy

I engineered the inaugural "Love of Languages 5K," a strategic initiative designed to unify the university’s diverse language departments under a single, high-visibility brand. Moving beyond a traditional athletic event, I architected a comprehensive marketing and communications plan that transitioned language learning from an academic requirement to a core institutional asset. By leveraging data-driven storytelling and "Language for Professions" career-mapping, the initiative successfully aligned academic advocacy with community wellness and philanthropic goals.

• Institutional Alignment:

  Navigated a complex, decentralized academic landscape to build consensus among various language departments, central admissions, and career services.

• Narrative Modernization:

  Developed a unified messaging framework that highlighted the Career ROI of multilingualism, utilizing alumni success stories and economic data to move the target audience from passive observers to active participants.

• Omnichannel Execution: '

  Managed a year-long implementation roadmap involving digital ads, WOSU radio partnerships, billboard placement, and a "Digital Media Studio" content series featuring faculty and student PSAs.

• Proactive Risk & Logistics Management:

  Directed the end-to-end operational lifecycle, including vendor contract negotiation (Columbus Running Company), campus safety logistics, and fiscal auditing to ensure a high return on investment.

• Data-Informed Evaluation:

  Established a robust measurement framework to analyze success through multi-dimensional metrics: registration demographics, scholarship fundraising totals, and web traffic lift to academic department sites.