Marketing Communications Portfolio
I am a strategic and innovative marketing communications leader with a proven track record in developing strategies, content, and stories that tell a brand’s story and resonate with audiences.
Social media strategy and content creation
Challenge: Stritch did not have a large social media presence and sought to grow the community there to help reach key target audiences, such as prospective students and alumni.
Approach: I developed an activation strategy to grow Stritch's presence to foster engagement with current and prospective students and alumni. The plan strategically utilized engaging content and storytelling. Content in support of this strategy included meet the student posts, alumni spotlights, signature events, awards, and academic programs.
Result: Resulted in 78% net follower growth, 422% increase in views, 139% increase in engagements, and 460% increase in shares on Instagram in a six-month period. In the same timeframe, Stritch saw 59% net follower growth, 164% increase in engagements, and 57% increase in impressions on LinkedIn. The results from this one-year activation strategy have helped shaped the data-driven strategy to continue the growth trajectory this plan set in motion.
Academic Website Content Strategy and Development
The background: Northwestern University transitioned to a new website template, and the Department of Pediatrics micro-site needed to be revamped on the new template. The main challenge was that the bulk of the existing information about the Department of Pediatrics was clinical in nature and lived on the Lurie Children’s website, and the information on the academic website needed to be focused more on education, research, and advocacy—but with a small clinical component in order to cover all four mission pillars. I led the redesign project, collaborating with website design and marketing communications team members at Northwestern, as well as faculty members, physicians, and staff members. The project included framework development, collecting, writing and editing information for over 200 unique pages, coordinating over 50 photo shoots, and selecting over 300 photos.
The final product: A website that showcased patient care, research, education, and advocacy not just on the home page, but had a dedicated section for each of those areas in the navigation, as well as having the division pages structured to showcase the work being done in those areas within each division.
Showcasing thought leadership through LinkedIn Newsletter
Challenge: Sphera was in need of a vehicle to showcase thought leadership on sustainability and regulatory matters and reach a broader audience beyond the email newsletter subscribers and social media followers.
Approach: Sphera has a professional target audience base most likely to be reached on LinkedIn above other social platforms and LinkedIn Newsletters can be discovered, read, and shared by all LinkedIn members. This format facilitated reaching a broader audience and gave some flexibility in focusing primarily on sustainability and regulatory topics while still being able to promote products and event when needed. I wrote and built the monthly Spark Newsletter on LinkedIn focused on sustainability and related regulatory matters.
Result: The newsletter amassed 20,000 subscribers, which is four times the average, in the first year and reached the 37,000 subscriber mark in just over two years after launching. With over 12,000 views, the June 2024 issue was the highest performing issue under my purview.
Showcasing thought leadership through LinkedIn Newsletter
Challenge: As a new entity, The Chicago Institute for Fetal Health needed to forge relationships with MFMs and OBS, community hospitals, health systems, and private practices since those are where the patient referrals come from. Since I ran an exhibit booth at national conferences, it gave an organic way to garner leads and grow an email distribution list.
Approach: Conceptualized, developed, wrote, and built a quarterly email newsletter targeted to MFMs and OBs to increase brand awareness of and referrals to The Chicago Institute for Fetal Health as part of outreach efforts. Topics included news and announcements, spotlight pieces on fetal conditions, patient stories, and event promotion and recaps.
Result: The newsletter achieved average open rate of 30% and average click rate of 15%, outperforming the industry averages for health professionals.
