University of Northern Colorado
Project Skills
Creative Strategy
Brand Storytelling
Team Management
The Compass Points Campaign was developed and launched during a pivotal time at UNC. With a new president, new senior staff, and the university facing a budget crisis, I led my team to conceptualize and deliver an integrated creative campaign that distinguished the university from its competitors.
The campaign was crafted into a multichannel marketing strategy that encompassed print, social media, paid digital, television, radio, and on-campus branding materials, including the annual viewbook distributed to over 100,000 prospective students nationwide.
As the Assistant Vice President of Marketing and the Creative Director, I managed a large creative and marketing team, overseeing the crafting of assets, meeting deadlines, and managing all aspects of the operation. I ensured senior leaders were regularly briefed on progress and collaborated with key campus stakeholders to develop an out-of-home marketing plan with a limited budget.
The concept emerged as a direct creative response to high-level consultancy and presidential recommendations, focusing on calculated themes to enhance the university's outlook. Central to the campaign was the theme of personalized coaching and building pathways to success.
Presidential Investiture Project
In 2018, the University of Northern Colorado welcomed its 13th president, President Andy Feinstein. To celebrate this milestone, I spearheaded various marketing and creative initiatives to honor the new president. As Creative Director, I was responsible for setting the visual tone across various platforms, managing his official portraits, video appearances, and social media interactions.
In conjunction with the investiture ceremony, I launched the 'Quotes Campaign,' which invited the global community to share messages of support for President Feinstein. My marketing, video, and web teams collaborated to collect these messages in a user-friendly format.
We then transformed these audio quotes into a series of creative assets that defined the ambiance of the event.
I also worked closely with multiple stakeholders across campus, including Alumni & Development and the Office of the President, to ensure comprehensive support.
My team and I not only produced all the assets for the event but also live-streamed it, captured photographs, and recorded video B-roll. These materials were later utilized in various creative projects and public relations efforts.
Screenshot of the Quotes Campaign landing page.
How the Quotes Campaign was crafted using phoned in messages for the Investiture.
Investiture Project
Quotes Campaign
For the Quotes Campaign, I developed a custom solution to streamline the execution of the project, including:
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Custom Phone Number: Provided a dedicated line for collecting audio quotes efficiently.
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Custom Landing Page: Designed a specific page for easy submission and gathering of support messages.
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Workflow Automation: Implemented automation processes to expedite the handling and integration of the quotes into our campaign assets.
I was the photographer covering the Investiture of President Feinstein.