Virginia Union University: Assistant Director of Marketing and Branding
As the Assistant Director of Marketing and Branding at Virginia Union University, I handled all official VUU social media accounts, including VUU President Dr. Hakim J. Lucas. I was responsible for the execution of digital campaigns that have reached an audience of over 60,000, in addition to increased engagement on all platforms by over 200 percent. I strategically used Google Analytics to track top pages of the website site to determine how our audience is found the site, and tailored pages to keep them up to date. I created reports for executive leadership, wrote promotional content including press releases, letters, and produced the weekly newsletter. I also wrote, filmed, and produced promotional videos for VUU. Click here for my video portfolio, and take a look at some social media campaigns I have produced below.
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#JameaStrong
#JameaStrong is a campaign I created for a student whose parents passed away in the same week. The image on the left and the hashtag was created by me and overnight increased our social media engagement on Facebook and Instagram by 30 percent, and the hashtag on Instagram has over 100 posts. The campaign caught wind of the local ABC news outlet and they created a story from it. Click the picture below to read the full article. |
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#VUULimitless
#VUULimitless is a hashtag that is part of a campaign that shows the success of our students. Virginia Union University offers "the promise of a limitless future" and Corshai Williams '18 was an example of that. She was VUU's first Rhodes Scholar Finalist, the Student Government Association President, and the first VUU student to go to MIT, where she is pursuing her PhD in Chemistry. My team produced a story about her accomplishments, which can be viewed here. The Facebook post on the left reached over 64,000 people (click the top picture view the full post), and our story caught wind of Richmond's CBS outlet (click here to read), in addition to the Baltimore Sun. Click the bottom picture to view the full article from the Baltimore Sun. |
Additional work done for VUU:
CIAA
Goal: Increase visibility of Virginia Union University's (VUU) presence at the Central Intercollegiate Athletic Association (CIAA) Championship. February 28 - March 4, 2018
Strategy: Utilized Facebook and Twitter to take audience behind the scenes and on the floor during games.
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When the Lady Panthers of VUU won the 2018 CIAA championship, I took to the floor and gave the team access to Facebook live to give our audience a pure reaction of what the players felt. Click here to view the post.
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Short videos of the audience's energy and school spirit on Twitter were well received by the audience.
WE GOING TO THE ‘SHIP!! □TWICE #VUUPantherTakeover #CIAATourney pic.twitter.com/nsAS2XjZON
— Virginia Union (@VAUnion1865) March 3, 2018
Results: local and national coverage of Virginia Union University.
Featured below: Virginia Senator Mark Warner congratulating VUU on Twitter, and articles from The Undefeated, an affiliate of ESPN, and the Richmond Times-Dispatch. Click each picture for post.
Featured below: Virginia Senator Mark Warner congratulating VUU on Twitter, and articles from The Undefeated, an affiliate of ESPN, and the Richmond Times-Dispatch. Click each picture for post.
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Panther Talk
Goal: Increase student engagment using social media.
Strategy: collaborate with students to create "Panther Talk", where they have access to the university Instagram account to create content to post.
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Results: better understanding of what type of content to post, due to relationship with students, an opportunity to teach students skills to use once they graduate, and increased follower count on Instagram.
VUU Weekly Newsletter
Goal: Create an electronic newsletter as a better way to relay information to faculty, staff, students, alumni and outside constituents about upcoming events and important information at VUU.
Strategy: Research best sites to create newsletter, streamline all information by creating a form on the website where people can submit their information, and create a design that is easy to read from all devices and benefits all ages. Click here to learn about my process.
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Results: Better internal communication within the university, 50 subscribers within the first week of debuting, and our Board of Trustees feels more connected to the university.
Because of my frequent posts on Snapchat, VUU is also the most active college campus in Virginia on Snapchat.
Click the picture to read the article.
Click the picture to read the article.
