University Advancement Case Study

Role: Digital Content Strategist
Organization: University of Houston - University Advancement Department
Challenge: Develop comprehensive digital marketing strategy to enhance alumni engagement, strengthen donor connections, and modernize institutional communications
Timeline: January 2022 - August 2022 (8 months)
Scope: Complete digital presence overhaul including social media, website optimization, email marketing, and donor engagement campaigns

Challenge: Modernize University Advancement's digital strategy to enhance alumni engagement and donor connections while ensuring ADA compliance and coordinating across multiple departments within an 8-month contract timeline.

Approach: Conducted comprehensive digital audit and user research, developed strategic editorial calendar using Loomly, created multimedia content including graphics and video integration, collaborated with technology staff on compliance issues, and trained internal staff on digital best practices.

Achievements: Transformed entire digital marketing approach across Facebook, Instagram, YouTube, Twitter and university websites, implemented robust analytics and reporting systems, ensured ADA compliance across all properties, and established systematic content creation workflows.

Results: Positioned University Advancement for sustained success in alumni and donor engagement, created lasting frameworks for content strategy and performance monitoring, and delivered comprehensive digital transformation that continued to benefit the organization beyond the contract period.