I am passionate about creating content and developing comprehensive distribution strategies in order to amplify messaging in support of campaign goals. Below are samples of content I have developed and created distribution strategies for.
SECURITY AWARENESS
With higher education increasingly becoming a target for hackers, creating good security habits within the NYU community is crucial. For this campaign around cybersecurity awareness, I developed a strategy to promote best practices around common security threats. The content focused on NYU’s unique security needs and audience while delivering content through a structured distribution plan designed to measure and track user engagement.
CREATION
In this stage, I worked with security experts to define the message as well as compelling stories that would engage users. We also created user personas to get an idea of who we wanted to target with the content. This helped inform the style and tone. Each piece of content needed to meet the following criteria:
Engaging storytelling that provided user value through delivering solutions to real problems
Emphasis on aligning with NYU’s rich and diverse brand
Clear call to action featured in each short video
DISTRIBUTION
Identified multiple digital channels to promote content
Created an editorial calendar with timed release of content corresponding to events and weekly themes
Worked with social media partners to amplify the message
MEASUREMENT
Tracked content through lifecycle to determine how audiences connected with materials
Created several touch points that could be measured to determine engagement
Campaign doubled website and social media traffic from previous years
GREENE SUPERCOMPUTER
When NYU launched its supercomputer, Greene, I was asked to aid in the public relations promotion effort by interviewing NYU researchers to craft a video narrative that talked about how the new service can help current and prospective researchers improve their work. This process entailed:
Interviewing researchers and leadership about Greene’s value
Translating technical concepts into easy-to-understand language, broadening the reach
Creating a narrative that told a compelling story about how NYU is one of the best places for research
Identifying digital channels to boost audience engagement for the new service
Working with social media influencers to amplify the message
Video generated over 30K views in first week after launch
TECHNOLOGY AT NYU
I was asked to produce a video that highlighted the NYU Rory Meyer School of Nursing’s innovative Simulation Lab. The video demonstrates the value that spaces like this deliver to current and future students. My work entailed the following:
Oversaw the production of live filming
Interviewed students, faculty, and staff about their roles in the projects
Edited the narrative around NYU’s innovative use of technology in the classroom
Distributed the video across the university
Still used as a tool for recruiting future nursing students
NYU REMOTE VOICES
Just as the pandemic took hold and lockdown set in for universities across the world, many in the community felt a sense of disconnect with their peers and teachers. In response to this, I created a series of short videos interviewing faculty and students about their shared experiences. The series explored how the community was coping, as well as how NYU IT services were helping to spread a sense of connection among the NYU community through technology. Some of the goals of the project included:
Share how others were experiencing similar situations and how they were flourishing despite the recent challenges
Demonstrate value of NYU IT’s technology services
Show how NYU IT’s services could help students and faculty accomplish their work
Reinforce a sense of community across NYU campuses and locations