Columbia University
Content strategy
I overhauled the social media and editorial strategy for 2 internal clients, Columbia Dining and University Event Management, boosting their Instagram following by 2,000 in 1 month and engagements by 25%. As a part of my editorial work with Columbia, I also launched a client’s social media ads and strategy for other digital advertising.
Video production
I led production on many videos, working on production, directing, edits, title cards, captioning, and editing social videos. Watch three videos that I produced below.
Welcome Back: https://www.youtube.com/watch?v=v2sK_Gj3GtU
Dining Plans Benefits: https://www.youtube.com/watch?v=7wTbmzMpo7k&t=9s
Meet & Eat with Chef JJ Johnson: https://www.instagram.com/p/B3uHKCjhzp3/
Campaign creative
While the main focus of my position has been editorial and social work, after seeing my background, my boss has had me work on creative work, as well as video. One of the creative campaigns that I thought of and designed was a postcard campaign to students when checking in. The two postcards were 1) a visual of beloved dining staff and 2) a visual of the great food at the dining halls, working to promote students signing up for a dining plan, with a special incentive on the back if they were to sign up.
I also worked on various advertisements, including one that was published in The Knot Magazine and one that was published in the Columbia Alumni Magazine.
Website Builds
I launched 2 new website while at Columbia - first, dining.columbia.edu and second, eventmanagement.columbia.edu. I’ve worked on UX design, content management, website strategy, and running focus groups, as well as working with the IT team on coding issues and running the media plan post-launch. The first website launched in August 2019, with the second launched in March 2020. The Dining site included building out a new feature for the Thanksgiving Event that the school runs annually so that we could move ticket “sales” to an online system and plan seating through the site as well. The Event Management Site was not only a redesign, but also merged two sites as teams had merged internally.
email marketing
For both of my clients, I managed their Email Marketing strategy and accounts. I worked in MailChimp and have worked on emails to both students and clients for promotions, sales, luncheons, and informational emails. I led the revamp of our client’s audience list, making sure we were marketing to the current audience. Our email open rate has increased by 10% and our click-through-rate has increased by 6% during my first 6 months.
event planning
Working with my Dining client, I promoted and produced creative for over 30 events, including the “most loved tradition,” Thanksgiving Feast. For Thanksgiving Feast, I managed all creative production, shirt production, menu design, layout, promotion, student reservations & seating, run of show, and all day of operations. We had almost 800 students enjoy a Thanksgiving meal with us to notable success and comments that they wanted to have this event a few times a year. In addition, this year’s event had around 100 more students and one additional room than previous years, adding to the increased operations needs.