My Work
Part artist, storyteller and strategist, my goal is to be the person who makes your message land. I blend creative spark with PR knowledge to craft campaigns that leave a lasting impression.
The National Alumni Association
The NAA’s small, tight-knit marketing staff and early stages of developing marketing strategy make this the ideal role for a new grad. My first year at the NAA has been full of new creative ideas, gathering data for new strategies and making new connections. My biggest task? Rethinking the NAA’s entire social media strategy, pulling together a variety of regular content into a cohesive brand voice and aesthetic to grow our audience and membership engagement.
Rebranding the NAA’s socials
Identity
The first change needed for the NAA’s social media was an identity. Depending on which department requested or designed content, the NAA’s posts lacked consistency in voice, graphic design style, colors and more. The first step to improving our social media presence was creating a brand identity and aligning all of our regular content with it.
People
Previous NAA posts were super heavy handed with graphics—walls of text, unnecessary event details in the artwork and an overall lack of warmth and personality. One of my first priorities in reconstructing our social media strategy was prompting departments to provide photos of real people— alumni, chapter leaders, students, fans—to bring life to our content (and leave all the info for the captions!).
A gameday kickoff post—this was a scan from a 1960s Corolla (UA’s yearbook) of a former player, using our resources and elements of nostialgia and school pride with a little creative flare.
Additional social media coverage of events like Chapter Leadership Workshop and individual chapter events helped show the volunteers involved and give the NAA some personality. We also posted several photos and videos from the workshop on our Instagram and Facebook stories for live event coverage.
Growth
The NAA’s follower base across socials had been stagnant for a while. By refreshing our content, hosting giveaways, collaborating with other organizations or businesses on our socials and spotlighting more chapters, we saw a steady increase in followers, reach and engagement. More people were seeing and interacting with us online, leading to more memberships, involvement and impact in person!
Hosting events in collaboration with UA’s NIL collective, Yea Alabama, and posting collaboratively across both organization’s social media profiles helped us reach more Bama people.
Campaigns
Campaigns
UA’s PR program is ranked highly every year for its rigorous and hands-on structure. Campaigns is a big reason for that! It’s a sort of thesis course that requires teams of senior PR and advertising students to research, strategize and build deliverables for a campaign for a real-life client. In our case, my class took on the task of building a residency campaign encouraging more new grads to stay in Tuscaloosa. (As a lifelong Tuscaloosa resident who was planning to move postgrad, this was a… unique challenge.)
My team— “Synergy Solutions”— was selected after our final pitches as the “winning” team out of 4, meaning that our clients chose our campaign materials to move forward with. While other teams focused heavily on career-related reasons to live in Tuscaloosa, we focused on local activities, restaurants, businesses and more that would entice recent grads to stay, especially in a time when many were accepting offers to work remotely. We also focused on “hidden gems” in the Tuscaloosa area, including surrounding areas like Northport, encouraging new grads to stay in town while finding a fresh start outside of campus.
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Research
Campaigns required us to comb through several forms of secondary research while also conducting our own primary research through surveys and focus groups.
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Strategy
Our next task was to pull together what we’d learned about our target audience—new grads at UA—and figure out what they actually wanted in a postgrad home.
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Creative
In the final stages of building our campaign, we produced dozens of social media templates and mockups, a website template, print materials and promotional items to share our message.
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Pitch
There’s little more daunting than presenting a semester’s worth of hard work to a room of clients, professors and peers during finals week! A matching pitch deck and plans book were presented for our clients to review.
Coca-Cola UNITED Bottling Co.
Coca-Cola UNITED Bottling Co.
For two years, I was a creative media producer for Capstone Agency, UA’s student-run PR and advertising firm. Both years I worked with a client team on a campaign for Coca-Cola UNITED Bottling Co. Their task? Coca-Cola was revolutionizing sustainable practices in bottling, but their employees didn’t know the ins and outs of sustainability. We built a campaign to educate and empower CCBCU employees (even those with different levels of education or English fluency) to become brand ambassadors and sustainability experts.
“Sustainability is Pretty Simple”— SIPS
Build & Pitch
My first semester in the firm was spent researching and building our campaign for CCBCU, leading up a pitch in December. They loved our plans to educate employees through interactive polls and quizzes online while also sharing their message about sustainability through print materials around the bottling facility.
Client Relations
The Capstone Agency CCBCU team had the opportunity to visit multiple bottling facilities in Montgomery, AL, and Atlanta, GA, to better understand our client’s needs and the context of our work.
Expansion
In my final semester, a story about CCBCU’s recycling efforts on college campuses was picked up by local media and we began to work on external content for CCBCU related to sustainability.
CreateAthon: Riverchase Day School
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CreateAthon is a pro bono event held by Capstone Agency each spring.
We build and pitch a campaign for a nonprofit client in 24 hours!
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In 2024, my CreateAthon team built a campaign for a local daycare/pre-K called Riverchase Day School.
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Our team crafted a new logo, social media and merchandise materials for the school.
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I designed over a dozen Instagram and Facebook templates through Canva for the clients to customize for future use.
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Our goal was to freshen up and modernize their preexisting brand aesthetic and content.
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The final pitch (hour 24)
CreateAthon is definitely exhausting, but so worth it when you can finally present a branding kit and pitch to clients who wouldn’t normally be able to hire a firm!
The Association for Women in Sports Media (UA chapter)
As social media chair and later vice president, my biggest goal was increasing involvement in our organization. I knew there were so many girls at UA interested in working in the sports industry that weren’t plugged in with us!
We hosted guest speaker Q&As regularly, usually through Zoom, to chat with women in the sports industry and learn more about what different roles in sports actually look like day to day and how we should prepare to work in sports postgrad.
Of course, we had to post meeting info and announcements, but I also focused on spotlighting members who were already working in sports at UA and recapping the most interesting or inspiring tips from meetings with guest speakers.
AWSM was a place for connecting, networking and asking questions.
Class Projects: Sports & Social Media
This upper-level communications elective challenged us to apply what we learned in other classes about digital media to the ever-changing sports industry. Check out a few examples of projects I completed throughout the semester.
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Sports Vlog 1
We were tasked with creating a series of two connected vlogs that covered some kind of sports content. I decided on a “day in the life” style vlog about covering football games for the Crimson White.
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Sports Vlog 2
Check out the second video in my vlog series about covering football for the Crimson White. This one is about covering the Homecoming game!
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Organizational Portfolio
Our final project, in teams, required us to rebrand the social media of a professional sports team. My team chose to reimagine the branding for the Kansas City Chiefs.
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Semester-Long TikTok
Throughout the semester, we were also tasked with keeping up a TikTok dedicated to one sports organization (basically a fan page, although maybe slightly more professional). We had to post 2-3 times a week.
