Content strategy

Project: Enhancing Digital Presence for the USF Professional Communication Graduate Program

Overview:

During my time at the University of San Francisco, I spearheaded a comprehensive overhaul of the Professional Communication graduate program's digital presence, focusing on LinkedIn, Instagram, and the program's website. My role encompassed strategic planning, content creation, team leadership, and performance analysis, resulting in significant growth in engagement and visibility.

Key Contributions and Accomplishments:

- Strategic Social Media Transformation:
I conceived and implemented a new social media strategy tailored for LinkedIn and Instagram, designed to attract prospective students, engage current students, and foster alumni connections. This involved defining target audiences, developing content pillars, and establishing a consistent brand voice.

- Team Leadership and Collaborative Content Creation:
I led a team of ten student volunteers, empowering them to contribute to content creation across various platforms. I provided guidance, training, and mentorship, fostering a collaborative environment that maximized creative output.
I developed a content amplification strategy, mobilizing students and faculty to share content and expand its reach organically.

- Website and Content Calendar Management:
I took ownership of the program's editorial calendar, significantly increasing the frequency of published content. This involved planning, scheduling, and coordinating content creation, leading to a doubling of published content.

- Multimedia Content Production:
I conducted interviews with diverse subjects and produced engaging multimedia content, including long-form articles, compelling social media short-form content, and high-quality videos. This involved skills in video shooting, editing, and storytelling.
Several posts achieved engagement metrics significantly exceeding established baselines, demonstrating the effectiveness of the content strategy.

- Social Media Performance Measurement:
I established the program's first social media measurement program, implementing analytics tools to track audience engagement and measure the impact of content initiatives.
Social media activity augmented by 100% in three months, demonstrating the success of the new strategy.


Results:

- Increased social media activity by 100% within three months.

- Enhanced engagement metrics across multiple platforms.

- Strengthened the program's online presence and brand visibility.


Skills Demonstrated:

- Social Media Strategy & Management

- Content Creation & Curation

- Team Leadership & Collaboration

- Multimedia Production (Video, Writing)

- Editorial Calendar Management

- Social Media Analytics & Reporting

- Interviewing & Storytelling