Marketing & Communications
Strategic Marketing & Digital Communications
A grounded, human-centered approach to sharing stories, strengthening community, and helping organizations communicate with clarity and intention.
I support mission-driven organizations — like Campus Auxiliary Services at SUNY Geneseo — by managing social media, email newsletters, content strategy, analytics, and cross-channel communication. My work blends creativity with structure: clear systems, intentional messaging, and design-aligned content that builds trust, strengthens relationships, and drives engagement.
CAS serves the SUNY Geneseo community through dining, retail, service programs, and campus partnerships. Our digital communications keep students, faculty, and staff connected to daily offerings, long-term initiatives, and community-centered experiences.
Since joining CAS as Marketing Coordinator, I’ve managed:
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The CAS Instagram (student-facing)
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The CAS Facebook (parent/family, alumni, community-facing)
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Food for Thought email newsletter series (weekly/biweekly)
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Side Dish announcement-based email communications
My role blends strategy, copywriting, design alignment, and data-driven decision-making, all with a focus on maximizing reach, engagement, and clarity.
How I Approach Social Media
I tailor tone, depth, and design style to each audience — all while maintaining CAS’s house style, voice, and visual standards.
Each platform serves a different audience with a unique purpose:
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Instagram: Primarily students; real-time updates, engaging visuals, personable and concise messaging
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Facebook: Parents, families, alumni, community; informative captions, clarity, accessibility, and trust-building
Strategic Goals & Impact
The CAS accounts exist to:
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Increase student awareness of dining + retail offerings
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Support revenue-driving promotions and campaigns
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Provide timely information about hours, events, and special programs
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Build community belonging and connection
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Maintain a consistent, trustworthy brand presence
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Drive traffic to our website, Linktree, surveys, and campus events
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Capture actionable insights through analytics and social listening
Before & After: Account Transformation
Before I joined:
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Inconsistent posting rhythms
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Limited strategic planning and campaign integration
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Varied visual style, tone, and posting cadence
After I joined:
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Implemented structured editorial content calendar and long-term planning
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Integrated campaigns across web, email, and social channels
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Produced on-brand, in-house copywriting for every post
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Scheduled posts during peak audience traffic times
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Optimized Linktree and bit.ly tracking
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Collaborated with campus partners, local vendors, and SUNY system offices
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Enforced deliberate graphic consistency and aligned messaging
Before & After: Account Transformation
Strategic Planning & Management:
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Editorial calendar creation + management
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Campaign development + integration
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Content scheduling, reviews, and approvals
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Cross-team project management (design, leadership, vendors)
Content Calendars: Sprout Social, Google Sheets
Content Development:
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On-brand copywriting
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Graphic development (in collaboration with design team)
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Photography & videography
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Content creation for long- and short-form digital spaces
Posting Example: Before
Posting Example: After
Analytics + Insights:
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Monthly reporting
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Performance analysis + trend forecasting
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Social listening to inform content and campaigns
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Bit.ly tracking, traffic monitoring, and conversion insights
Analytics Reporting: Google Sheets, Monthly Social Media Snapshot
Audience Strategy:
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Platform-specific messaging
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Peak-time posting
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Audience intentionality + content resonance
Platform Specific Messaging: Example IG & FB Captions
Three Top-Performing Post Case Studies
Cruciferous Crunch Stir Fry Promotion
Campaign overview: This post promoted the Cruciferous Crunch Stir Fry — a limited-time dining feature developed in collaboration with the Nutrition & Wellness team. The goal was to highlight a nutrient-dense meal option, support wellness education, and drive traffic to our allergen-free campus dining locations while reinforcing CAS’s commitment to student health and monotony breakers.
Campaign Post: Graphic Design
My Role:
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Campaign planning and content positioning
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On-brand, in-house copywriting with a nutrition-forward tone
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Translating scientific nutrition messaging into accessible, student-friendly language
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Developing, collecting, and translating campus feedback.
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Strategic scheduling for peak student engagement
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Coordinating messaging with Nutrition & Wellness Manager, Heather Carrera, DCN, MS, CNS, CDN
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Performance tracking and engagement analysis
Campaign Post: Testimonial Reel
Why it performed well: The post resonated because it balanced education and approachability. Rather than framing the dish as a “healthy option” in a restrictive way, the messaging emphasized flavor, seasonal relevance, and tangible benefits. Featuring trusted nutrition expertise added credibility, while concise copy and strong visual appeal made the content easy to digest and share.
Campaign Post: Story with Satisfaction Survey
Key Stats:
655.1
Impressions
254.5
Reach
2.6%
Engagement Rate
43.3
Engagements
414.5
Video Views
President's Cup Promotion
Campaign Post: Graphic Design Post, Countdown Story
Campaign overview: This campaign supported the official announcement and welcome of SUNY Geneseo’s new Campus President through The President’s Cup — a collaborative, campus-wide initiative designed to foster connection, visibility, and student engagement. The promotion paired leadership storytelling with a student-centered experience by integrating a limited-time Starbucks menu promotion and in-person presidential engagement.
The goal: To introduce the new President in a warm, accessible way while strengthening partnerships across campus and creating a memorable, community-driven moment.
My Role:
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Campaign planning and strategic coordination across multiple stakeholders
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On-brand copywriting tailored for both Instagram (student-facing) and Facebook (community-facing) audiences
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Partnering with the Student Association and the SUNY State-side Marketing Team on messaging and rollout timing
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Coordinating promotional alignment with campus Starbucks
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Scheduling posts around key engagement moments and in-person appearances
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Ensuring consistent messaging across social media, retail promotion, and campus communications
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Tracking engagement and campaign performance
Campaign Post: Live Story
Why it performed well: The campaign resonated because it humanized campus leadership and centered student experience. By pairing the President’s introduction with a familiar campus space and a participatory promotion, the messaging felt welcoming rather than formal. Strategic collaboration ensured unified messaging, strong visibility, and a cohesive rollout that encouraged both online engagement and in-person interaction.
Campaign Post: Post Recap
Key Stats:
10.7k
Impressions
42k
Reach
2.7%
Engagement Rate
183
Engagements
138
Reactions
The Halal Shack Live Tasting Campaign
Campaign overview: This post promoted a live taste-testing event at The Halal Shack, designed to gather real-time feedback from students while increasing awareness of halal, inclusive dining options on campus. The goal was to drive in-person participation, elevate a retail dining brand, promote new menu items, and reinforce CAS’s commitment to inclusive food access.
Campaign Post: Live Story Testimonials
My Role:
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Campaign ideation and experiential marketing strategy
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On-brand copywriting emphasizing student voice and participation
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Coordinating event promotion timing with dining operations
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Strategic CTA development to encourage attendance
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Scheduling posts for high-traffic windows
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Monitoring engagement and event-driven interest
Campaign Post: Story Poll, Results Recap
Campaign overview: The post performed strongly because it centered students as collaborators rather than consumers. By highlighting the opportunity to taste, give feedback, and directly influence menu offerings, the content felt interactive and empowering. The live, time-bound nature of the event added urgency, while clear messaging reduced barriers to participation.
Campaign Post: Post Recap, Photoshoot Sign Up
Key Stats:
344.8
Impressions
204.1
Reach
0.89%
Engagement Rate
145.6
Story Taps
10
Photoshoot Volunteers
Copywriting Examples
Jack's Promotional & Retail Dollar Services
Instagram (Student-Facing)
Heading home for break soon? Stop by Jack’s for all your favorite late-night snacks, quick bites, and travel fuel before you go! 🍫🥤
💡 Tip: Retail Dollars roll over to Spring 2026 when you have an active meal plan—so it’s the perfect time to load funds and stock up while you're on break!
👉 Add more funds right online through the link in our bio — tap “Manage My Account.”
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Spring 2026 is almost here, and our team is ready to help students settle in.
Students who already submitted an ID photo can pick up their ID card in Blake A 108. Students who still need to submit a photo will find instructions in their email.
If you have questions, visit Geneseo ID Card Services: https://bit.ly/ID-Services_2025
Facebook (Parent/Family-Facing)
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ID Card Services Reminder
Nutrifacts Social Series | Whole Grains & Legumes on Campus
Instagram (Student-Facing)
🌾 November Nutrifacts 🌿
This month, we’re spotlighting whole grains and legumes—powerful sources of fiber that help maintain steady energy throughout the day.
These foods support blood sugar balance, improve digestion, and keep you feeling full longer. Whether you’re dining on campus or grabbing a quick bite between classes, there are plenty of ways to include them in your day.
📍Nutrition insights provided by our Health & Nutrition Manager.
#Nutrifacts #EatWellGeneseo #CampusEats #NutritionOnCampus
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Editorial Calendar + Project Management
I manage CAS’s digital ecosystem with a content calendar integrating every channel: social media, email, web, and campus-wide initiatives.
Responsibilities include:
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Mapping content 4–6 weeks in advance
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Coordinating design timelines with in-house designer
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Scheduling review cycles with Creative Director
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Planning around holidays, observances, and campus events
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Structuring campaign timelines with measurable goals
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Preparing briefs for content capturing, photography, or videography
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Coordinating cross-platform messaging for consistency
Content Calendars & Scheduling
Cross-Platform Messaging
External Link Strategy + Linktree Optimization:
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Regular updates prioritizing campus-relevant links
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Strategic ordering based on recent promotions
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Bit.ly tracking for outbound traffic
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Click-through analysis to inform future placement
Link Tracking: Custom Bit.ly link tracking, Linktree Strategy
Collaboration & Partnerships:
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Joint posts with SUNY system social media teams
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Collaborative content with local businesses, campus vendors, and retail partners
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Special event coordination
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Strengthening partner initiative visibility
Collaboration & Post Partnering: SUNY department social accounts, local vendors
CAS serves the SUNY Geneseo community through dining, retail, service programs, and campus partnerships. Our digital communications keep students, faculty, and staff connected to daily offerings, long-term initiatives, and community-centered experiences.
Strategy & Planning:
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Editorial calendar creation + management
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Cross-channel campaign synchronization
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Goal-setting + performance tracking
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Audience segmentation and list management
Email is one of CAS’s strongest tools to build trust, create clarity, and drive action. I manage strategic planning and hands-on execution across all CAS newsletters.
Content & Design:
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On-brand, house-style copywriting
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Template development for consistency and accessibility
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Visual alignment with CAS brand identity
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CTA strategy: buttons, in-text links, hierarchy placement
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Web and social integration
A/B Testing Example: In-text links vs. button links
Newsletter Performance Tracking & Analytics
Performance & Optimization:
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A/B testing: subject lines, preview text, dark-mode sections, CTA styles
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Bit.ly click tracking
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Engagement analysis + reporting
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Iteration based on performance insights
Project Management:
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Coordinating deadlines, assets, and messaging with internal teams
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Communicating design needs and timelines with in-house designer
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Review and approval cycles with Creative Director
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Cross-communication for consistent messaging
Cross-Comm Example: Targeted messaging across platforms
Before & After: Newsletter Transformation
Before: Newsletters varied in tone, design, pacing, and structure; segmentation and data-driven strategy were limited.
After: Built consistent templates, strengthened editorial discipline, refined CTA strategy, aligned messaging with organizational goals, and increased clarity for students and staff.
Email Case Study Types
Food for Thought Bi-Weekly Newsletter: November, 2025
A/B Test Case Study: Dark-mode vs. light mode
Semester Campaign: Plant-Based Tofu Bowl at Twisted Fork, Fall 2025
Campaign Flow Case Study (social → email → Linktree → survey → analytics)
Campaign Social & Newsletter: Plant-Based Tofu Bowl at Twisted Fork
Newsletter Performance Tracking & Analytics
Side Dish Bi-Weekly Newsletter: September, 2025
A/B Test Case Study: In-text links vs. button links
Additional Skills & Expertise
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Campaign development + management
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Content capturing (photo + video)
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Event planning + promotion
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Analytics + reporting
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Market research & trend analysis
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Creative collaboration
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Communications strategy
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Website updates + landing page development