Projects
Social Strategy & Content Creation
IG Reels Strategy Memo
This memo was developed to propose a refreshed, data-informed Reels strategy for the client. It outlines how to use Instagram’s Trial Reels feature to test creative concepts, optimize content performance, and accelerate a shift toward lo-fi, creator-forward storytelling. The recommendations focus on improving reach, engagement, and creative efficiency by experimenting with new formats before full rollout.
Mock Social Media Strategy
This strategy was developed for a fictional financial services app, FinZee, as part of a social strategy assessment. The goal was to build a comprehensive cross-platform approach tailored to Millennial and Gen Z audiences, focusing on financial education, accessibility, and brand engagement. The strategy outlines a two-phase campaign incorporating organic content, short-form video, community engagement, and micro-influencer partnerships. It also introduces a mascot-driven creative framework, platform-specific content plans, and measurable performance indicators. This project demonstrates my ability to craft a full-funnel social strategy—from messaging pillars and tone development to content ideation, influencer integration, and KPI planning.
AI LinkedIn Strategy Suite
This mock LinkedIn Strategy Suite was developed as part of a larger project in which I used AI tools to build personalized social media strategies for company executives. The process began with executives completing detailed questionnaires about their work style, personality, leadership approach, and comfort level on social media. I combined this information with an audit of their past posts across platforms and insights from their Gallup CliftonStrengths Test results to form an individualized content and positioning strategy.
Using AI-assisted pattern recognition and prompt-tested frameworks, I produced tailored recommendations on tone, posting cadence, content pillars, storytelling angles, network-building tactics, and ways to authentically show up as thought leaders. I refined the strategy manually to ensure clarity, cohesion, and executive-ready polish.
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Disclaimer: This LinkedIn Strategy Suite is a fictional sample created for demonstration purposes only. All names, visuals, and examples are hypothetical and do not represent any real executive or confidential client information.
Newsfluencers v. Traditional Media Memo
This memo examines the rise of newsfluencers and their ability to blend journalism, personality, and community engagement into a powerful form of digital storytelling. It outlines how their speed, authenticity, and platform-native formats differ from traditional media and why these strengths make them valuable partners for brands. The recommendations focus on how brands can leverage newsfluencers to complement traditional press efforts and connect with highly engaged audiences across platforms.
Pinkston Social Media Pages
@pinkston.co
During my time at Pinkston, I contributed to the company’s social media presence by creating and managing a range of content, including engaging reels, eye-catching graphics, and culture-focused posts. My work was centered on enhancing Pinkston’s online identity and fostering connections with its audience. Leveraging trending audio, relevant hashtags, and visually appealing designs, I developed reels that showcased company culture and highlighted key projects, resonating with both clients and potential recruits.
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These efforts led to measurable results, including a significant increase in engagement rates across Instagram and Facebook, Twitter, and LinkedIn. Reels produced achieved an average engagement rate of 18% higher than prior video content, while culture-focused posts sparked meaningful interactions, such as comments and shares, showcasing the team’s creativity and collaboration.
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AU Social Media Pages
@americanualum @ausoc
I supported American University’s alumni and communications efforts by creating engaging social media content across multiple platforms. With the @americanualum Instagram page, I helped bridge the gap between current students and the alumni community through on-brand captions, event photography, campus-life video content, and trend-aware storytelling.
In my work with @ausoc, I designed graphics to promote the Media in the Mix podcast and various AU SOC events, developing visually engaging materials that highlighted key themes, guest speakers, and upcoming programming while maintaining consistent university branding and messaging.
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Barstoool Social Media Pages
@stoolamerican @americanuchicks
As part of Barstool Sports’ Viceroy Program, I managed and created content for @stoolamerican and @americanuchicks, the Barstool-affiliated accounts for American University. My primary focus was on producing TikToks and video reels that captured the energy and humor synonymous with the Barstool brand while tailoring content to resonate with the AU community.
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By leveraging trending sounds, relatable campus humor, and creative editing techniques, I created videos that consistently engaged followers and encouraged shares within the university network. These efforts led to a 150% increase in follower growth within two months, significantly expanding the accounts’ reach and presence. Additionally, individual posts saw substantial engagement, with likes, shares, and comments often doubling the previous averages, showcasing the effectiveness of well-crafted, culturally relevant content.
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PR Work & Writing Samples
Media Pitch Assesment
For this assessment, I was asked to develop a timely media pitch for a fictional personal finance expert, Larry James, who specializes in retirement tax planning and wealth preservation. Using a current news hook related to tax season and proposed federal tax reforms, I drafted a concise pitch positioning him as an expert source and identified three targeted reporters whose beats align with his expertise. My rationale emphasized each reporter’s history of covering retirement, tax strategy, and personal finance, demonstrating a strategic understanding of media relevance, audience alignment, and news value. This project showcases my ability to evaluate reporter suitability, craft an effective expert pitch, and justify media targets using beat analysis and timely angles.
Senior Research Capstone:
Optimizing Student Engagement Through Social Media: A Case Study of American University's Digital Outreach
In today’s digital landscape, social media platforms are essential tools for universities to engage with students, foster community, and build institutional loyalty. This study examines American University’s (AU) use of Instagram as a case study to assess its effectiveness in meeting student needs and preferences. Employing a mixed-methods approach, the research combines quantitative analysis of Instagram engagement metrics with qualitative survey responses from undergraduate students. Findings reveal that community-focused and authentic content generates the highest engagement, while promotional posts underperform. Recommendations include amplifying student-centered narratives, leveraging seasonal themes, and reimagining promotional strategies. This research underscores the importance of a strategic, inclusive, and adaptive social media presence for enhancing student engagement and institutional impact in higher education.
The Social Dilemma: A Public Discourse Analysis
This paper offers a critical analysis of the Netflix documentary The Social Dilemma through the lens of public discourse theory and media framing. I explore how the film constructs narratives around surveillance capitalism, algorithmic manipulation, and Big Tech accountability. Beyond evaluating its cinematic techniques, the piece dissects how The Social Dilemma functions as a cultural artifact—shaping public understanding of social media’s societal impacts. This sample highlights my ability to synthesize media theory with current tech policy debates, assess strategic messaging, and write analytically about technology’s role in society.
The Cult of Social Media: Exploring the Role of Influencers
This research paper explores the evolving dynamics between influencers and their audiences, focusing on how parasocial relationships, authenticity, and identity performance contribute to the power of digital influence. Grounded in scholarly literature and case examples, the paper examines how influencers shape both online culture and offline behavior. This piece demonstrates my academic curiosity about digital communication trends, as well as my ability to analyze social media strategy through a critical, cultural lens—skills that align closely with storytelling and audience insight work in tech-forward communication environments.
Framing in the New Media Environment
In this concise essay, I examine how digital media environments have transformed the way political and public narratives are framed. I discuss the rise of algorithmic curation, fragmented information ecosystems, and user-driven amplification as key forces shaping modern media influence. By connecting framing theory to the realities of social platforms, this piece reflects my interest in how narratives take shape and evolve in the digital age. It also underscores my understanding of media manipulation, public perception, and the communications strategies that can break through the noise.
Audience Analysis: Instagram
This audience analysis breaks down key insights about Instagram users, integrating platform analytics, psychographic profiles, and strategic recommendations. I applied communications theory and marketing research methods to identify engagement patterns, audience motivations, and message alignment opportunities. The final deliverable was designed to inform content strategy and campaign planning for a target audience. This piece showcases my strengths in audience research, data interpretation, and social-first thinking—all essential to executing campaigns that resonate in a digital environment.
