Content Strategy & Creative

As the social media landscape continues to shift, new platform research is conducted (i.e. Snapchat and TikTok), followed by developing plans to establish a Kent State presence in those spaces. I develop plans, manage projects and direct content that is creative, compelling and unique to the organization.

Content Strategy

Lead brainstorming, develop plans, manage projects and direct content that is creative, compelling and unique to the organization and aligns with strategic priorities.

First to Market

Through a collaboration with Harmelin Media, Kent State became the first advertiser in the EDU vertical **to use AR technology** **in an effort to drive student applications**.
According to Snapchat, “Never before has an AR Lens been used to drive student recruitment on Snapchat. The AR Lens achieved a **cost per sign up that was 24% more efficient** than the client’s goal.”
Read More from Snapchat

High-Profile Content

**Plan digital content for high-profile individuals visiting campus for various reasons, to name a few:**
Julian Edelman (pictured)
Michael Keaton
Nic Nemeth
Josh Cribbs
Octavia Spencer
Plus, various musicians for FlashFest

Large-Scale Events

Researched, recommended and implemented the use of live social media displays (Tagboard) at large university events, such as athletic events, Commencement, admissions events and Convocation, in addition to developing robust social media coverage plans for these events.

Best Practices

**Established the university’s** **social media website**, which houses best practices, policies, guidelines and much more.
**Researched and developed the university’s first social media blog**, where the team crafts weekly posts and guest writers are included as well. *Blog content includes social media highlights, fun projects, thought leadership, monthly analytics and more.*
**Promote university’s social media accounts** through engaging laptop stickers, postcards, social media contests and more.

Access the Blog

Kent State Athletics

**Work in coordination with athletics communications staff and university designers to develop game-day graphics and event coverage strategies for priority sports.**
**Lead content planning and strategy for major athletic events:**
**2017** NCAA Men’s Basketball Tournament
*(First round game in Sacramento)*
**2019** Frisco Bowl
**2018** and **2019** March Madness Instagram takeovers
*(Men’s basketball)*
**2021** Idaho Potato Bowl
**Annual** men and women’s basketball MAC Tournament
**Annual** Autism Awareness Game for men’s basketball
*(Inaugural event in 2019)*

Crisis Communications & Social Media Listening

Devised a social media crisis communication strategy and manage social media elements for various national media crises, while I work alongside Police Services, Student Affairs, Media Relations, university leadership and more. Approached by various organizations to speak to their groups as a crisis communications expert.
Implemented a robust social media listening strategy that includes monitoring the Kent State brand across various digital platforms through using tools such as Talkwalker, Brandwatch, Hootsuite Insights and more.

Storytelling

Conceptualized, developed and executed Hospice of the Western Reserve’s first digital media campaign, “30 Faces of Hospice,” to increase engagement and reach through storytelling.

Listen to the Stories

Presidential Communications

From 2014 to 2019, I developed a social media presence for Kent State’s 12th President, Beverly J. Warren, and managed her weekly content plans.
In 2020, my team took on the same role for Kent State’s current president, Todd Diacon, and YOY, we’ve seen a steady increase in followers (~20%) and engagement (~13%).

Strategy By the Numbers.

Facebook

Kent State’s Facebook page continues to serve current students and their families, alumni, prospective students and their families, the general public and more.
Over the past five years, this page’s following has increased by 26%.

Kent State on Facebook
Instagram

In 2021, @kentstate’s Instagram impressions (the number of times our content is displayed) increased by nearly 20 times than the previous year.
In 2021, @kentstate’s Instagram stories saw a steady completion rate (the percentage of viewers who finished an entire story) of ~80%.

Kent State on Instagram
Twitter

The @kentstate Twitter account is a main source of information for users and especially popular for customer service inquiries and crisis communications.
Over the past five years, @kentstate’s Twitter followers nearly doubled (47% increase).

Kent State on Twitter
Snapchat

After a year of R&D, I launched the university’s Snapchat account in 2015. Since then, my team has produced weekly digests (the “Flash Forward”) that include upcoming events and information, in addition to regular event coverage.
These stories have seen significant engagement over the years, as completion rates have steadily ranged from 75-96%.
TikTok

Kent State’s account currently has ~2k followers and ~22k likes.
In 2021, I worked with our digital media buying agency to develop our first (macro and micro) influencer campaign, with some of the content being cross-functional.

Kent State on TikTok
YouTube

In 2021, the Kent State YouTube account saw a 20% increase in video views over the previous year.
In 2022, this account saw a 93% increase in video views.
We continue to evolve with our audience(s) as they shift to different platforms and content styles, in an effort to meet them where they are.

Kent State on YouTube