ACADEMIA/HIGHER EDUCATION
FORDHAM UNIVERSITY
SOCIAL MEDIA COORDINATOR
SOCIAL MEDIA STORYTELLING FOR AUDIENCE GROWTH
THE CHALLENGE
The Graduate School needed to strengthen its digital presence with more engaging communications for prospective and current students,
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Communications across platforms lacked a consistent editorial approach, clear formatting, and a cohesive digital voice
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The university sought to grow audience engagement while supporting institutional storytelling
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There was an opportunity to improve the website experience, organizing content more clearly and incorporating stakeholder feedback into recommendations for future development
THE APPROACH
CONTENT STRATEGY
Developed audience-focused editorial calendars and platform-specific content aligned with student engagement goals.
SOCIAL MEDIA MANAGEMENT
Managed day-to-day publishing, community engagement, and storytelling, adapting institutional messaging for digital audiences.
CROSS-FUNCTIONAL COLLABORATION
Worked closely with university leadership and department heads to understand communication needs and inform social and website content
PERFORMANCE OPTIMIZATION
Applied engagement insights to refine content planning, optimize distribution, and support continuous improvement across digital channels.
THE OUTCOME
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Doubled Instagram engagement and follower growth through targeted campaigns and strategic content planning.
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Strengthened the university's digital presence through consistent, audience-focused storytelling.
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Contributed research, recommendations, and sample concepts to support improvements to the graduate school's website experience.
DELIVERABLES
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Editorial calendars
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Social media campaigns
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Platform-specific content and copy
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Community engagement
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Website recommendations and sample concepts
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Stakeholder research and communications support
CREATIVE ASSETS
COPYWRITING / CAPTIONS
I created a series of community-focused short feature stories highlighting the university community.
Combined interviewing, narrative writing, and content strategy.
SELECTED SAMPLES
Format: Feature Profile
#1: Student – Michelle Nista
This feature highlights how a Fordham alumna turned her first fundraising experience into a professional career. I interviewed Michelle, shaped her story into a narrative profile, and aligned the piece with Fordham's communications goals.
[Read Full Sample] 🔗
#2: Faculty – Dr Caroline Pogge
A profile on Dr Pogge, director of Fordham's MS in Health Administration, focusing on her leadership journey and her transition from the Army Reserve to academia. I conducted the interview, structured the story, and emphasized themes of resilience and mentorship.
[Read Full Sample] 🔗
#3: Alumna – Ysabella Escalona
An alumni spotlight on how the Public Media MA program helped launch a career in television production. I used direct quotes and narrative structure to highlight Ysabella's experience while maintaining an approachable, community-driven tone.
[Read Full Sample] 🔗