Strategic Storytelling for Digital and Social Ecosystems
Life-Changing Moments
Strategic Narrative: Driving Donor ROI through "Impact Capture"
At the College of Veterinary Medicine, I engineered a digital media strategy to bridge the disconnect between philanthropic investment and student transformation. Recognizing that major donors often feel removed from the immediate impact of their generosity, I designed a high-stakes narrative framework to visualize the "moment of impact" for the university’s premier donor celebration.
The Strategy:
The immersive interviews centered on the systemic barriers to veterinary education. The strategic pivot—revealing in real-time that each participant had been awarded the college’s most prestigious scholarship—was a strategic move to capture authentic institutional impact.
Institutional Outcome:
This initiative functioned as a high-value stewardship asset for a portfolio of major gift donors. By placing stakeholders at the center of the life-changing outcomes they facilitated, I delivered a profound "emotional return on investment." This project illustrates my capacity to harmonize complex institutional data with compelling storytelling to drive visibility and donor loyalty.
Enterprise Alignment & Brand Transformation
Strategic Narrative: Elevating Brand Equity in Recruitment
I spearheaded the strategic development of a comprehensive recruitment media ecosystem designed to target high-achieving prospective students. This initiative moved the College of Arts and Sciences from fragmented departmental messaging to a sophisticated, audience-centered narrative.
Inclusive Excellence:
I ensured the strategy reflected the college’s diverse academic breadth while maintaining a rigorous focus on Inclusive Belonging. By facilitating alignment among faculty and deans, I bridged the gap between academic tradition and modern digital expectations.
Creative Strategy & Brand Cohesion:
Note: You can view the digital assests for by clicking the links below:
I orchestrated the production of a multi-dimensional content suite focused on:
Why Study The Arts and Sciences
This video focuses on the academic experience. It provides a look into the college’s expansive and diverse portfolio for academic enrichment.
Finding The Right Fit: Community & Support
Given the size of the College of Arts and Sciences, some students feel a bit intimidated when they hear the number of majors, minors, and students. Thus, it was paramount to discuss support services the college offers and tackle concepts such as inclusion and the sense of community.
This video looks at how students are capitalizing on opportunities to expand their academic landscape. These range from ASC student research, studying abroad, and student organizations. We also have faculty explaining how getting involved beyond the classroom can be beneficial to students.
Measurable Outcomes:
This project professionalized the college’s outreach strategy, providing the recruitment team with high-performance tools that transitioned the program from a passive identity to an active, market-leading brand.
Pioneering the Digital Ecosystem: A Blueprint for Engagement
Strategic Initiative: Pioneering the Digital Ecosystem
As the inaugural Social Media Manager for the College of Arts and Sciences, I led the college’s first strategic entry into the digital landscape. My mandate was to transition the institution from a passive observer to an active, engagement-driven brand by building a scalable social media infrastructure from the ground up.
Scaling & Engagement:
I drove a 16,000% increase in the college's primary audience base—growing the community from an initial 23 to 3,800 active fans. I conceptualized and executed five high-impact engagement campaigns, including Where’s Brutus and the Beat Michigan Swag Bag, which established the college’s digital voice as both dynamic and community-centric.
Institutional Mentorship & Governance:
Recognizing the complexities of a decentralized college, I served as a strategic consultant to 15 academic departments, guiding them through the establishment of their own social portfolios.
The Blueprint for Advancement:
I concluded my tenure by delivering a comprehensive governance report. This document provided the college with its first roadmap for advancing social media presence and established the best practices that formed the foundation of their long-term digital strategy.
Note: You can view the digital assests for by clicking the links below:
Gold Rush
Translating Expertise: Modernizing the Institutional Voice
Strategic Initiative: Faculty Thought Leadership in Pop Culture
To amplify institutional visibility and "humanize" academic expertise, I engineered a high-engagement storytelling campaign that bridges the gap between complex faculty research and mainstream pop culture. By positioning College of Arts and Sciences faculty as the "scientific lens" through which the public views popular media, I successfully moved academic expertise from the classroom to the cultural zeitgeist.
The Strategy: I conceptualized a recurring social media series that invites experts to deconstruct the "real-world" science behind blockbuster films and television. This "infotainment" approach serves a dual purpose: it demonstrates the omnipresence of the Arts and Sciences while positioning our faculty as accessible, high-level experts.
Operational Innovation: The campaign served as the "proof of concept" for the newly realigned Digital Studio. By merging the digital and social media teams into a single, collaborative unit, I optimized our creative workflow and maximized the speed and quality of our strategic implementation.
Strategic Corporate Partnerships: National Brand Alignment & Clinical Research Advocacy, Blue Buffalo Gift Announcement
Strategic Case Study: Corporate Philanthropy & Brand Synergy
Following a landmark $6 million investment from The Blue Buffalo Company, I engineered the integrated communications strategy to launch the Blue Buffalo Veterinary Clinical Trials Office. This initiative required a sophisticated governance approach: honoring a high-profile corporate benefactor while safeguarding the university’s reputation for research integrity and patient-centered care.
High-Caliber Narrative Direction: I directed the production of a cinematic narrative in partnership with Oregonian Pictures, designed to articulate the gift’s impact on global clinical research. The creative goal was to translate a corporate gift into a human-centered story of scientific advancement.
Omnichannel Distribution & Visibility: To maximize institutional ROI, I orchestrated a pervasive visibility strategy. By repurposing high-production assets across digital ecosystems, physical medical environments, and university flagship events, I ensured the narrative reached a global audience of researchers, donors, and the public.
