SOCIAL MEDIA STORYTELLING FOR AUDIENCE GROWTH.
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The Graduate School needed to strengthen its digital presence by creating more engaging communications for prospective and current students
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Communications across platforms required a more consistent editorial approach, clearer formatting, and a cohesive digital voice.
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The university sought to strengthen audience engagement while supporting institutional storytelling
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Alongside growing social engagement, there was an opportunity to improve the school's website experience by organizing content more clearly and incorporating stakeholder feedback into recommendations for future development
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 across social platforms while adapting institutional messaging for digital audiences.
CROSS-FUNCTIONAL COLLABORATION
Worked closely with university leadership and department heads to gather stakeholder insights, understand communication needs, and inform social content and website recommendations.
PERFORMANCE OPTIMIZATION
Applied engagement insights to refine content planning, optimize distribution, and support continuous improvement across digital channels.
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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.
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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
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] 🔗
I addressed engagement gaps across Fordham University's social platforms. The research and social media strategy developed during this period is shared above as a case study along with the creative assets.