"What's In The Box" (USF 70th Anniversary Youtube Series)
When tasked with creating a series to celebrate USF's 70th anniversary, I knew I had to find an entertaining approach to get students to care about facts and history.
The intern team and I developed the “What’s In The Box” series, using meaningful objects to visually tell the story of how the university started and where it's going.
During a four-hour filming day, we captured nine students interacting with eight objects and delivered two long-form videos ready to post.
USF X AAU (Student Awareness Campaign)
My most challenging but exciting project has been creating a long-term campaign to raise student interest about USF joining the AAU.
I was given control over the direction of this campaign and was eventually put in charge of leading 3 interns to carry out my vision. I led weekly meetings and organized focus groups to ensure we stayed on track to pitch our work by the end of the semester.
Research
To start, I conducted market research, reviewed prior internal campaigns, and created a survey that received 230 responses from the target audience to help me understand how to make the campaign effective.
Campaign Proposal
Using the new insights from my research, I led the intern team to produce a campaign proposal and three creative assets to be posted on social media when the campaign launches.
''Major Steps'' (Youtube + Instagram Video Series)
The intern team and I created the “Major Steps” series to spotlight different USF colleges ahead of incoming students selecting their majors in the fall. The concept features a host playfully using clues to guess students’ majors under the pressure of a timer.
Across three campuses, our team filmed 31 students representing 24 different majors and produced 19 edited videos.
#TourTuesday Campaign (Instagram, LinkedIn and Twitter Series)
I was tasked with taking over USF’s #TourTuesday campaign, an initiative to spotlight colleges, schools, and spots across campus.
Every week, I wrote copy and took photos to showcase the unique features of each program. I then tailored the content to suit the distinct audiences of Facebook, LinkedIn, and Instagram, ensuring maximum engagement across platforms. Lastly, I used Hootsuite to schedule the content and add alt text to enhance accessibility.
