• EYLUT Paid Social Campaign

    EYLUT Paid Social Campaign

    Campaign Performance and Insights

    Across a 30-day campaign, the paid social effort generated 129,430 in total reach and 318,414 impressions, resulting in 6,093 link clicks and an overall 3.39% click-through rate at an average $0.38 CPC.

    This provided a strong foundation for evaluating platform effectiveness and audience response.

    Metric Tracked/MeasuredResults
    Total Reach
    129,430
    Total Impressions318,414
    Total Link Clicks6,093
    Overall CTR
    3.39%
    Average CPC$0.38
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    Facebook

    Facebook was the strongest-performing platform overall, delivering the lowest cost per click ($0.11) and the only confirmed mural submissions. Carousel ads proved especially effective, balancing reach, engagement, and conversion efficiency.

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    Instagram

    Instagram generated high engagement through shares and saves—particularly among younger alumni—supporting brand awareness goals. However, lower click-through rates indicated the platform was better suited for visibility than direct action.

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    LinkedIn

    LinkedIn ads produced longer dwell times on carousel formats but underperformed in budget efficiency. Geo-targeting constraints limited precision, and reported “conversions” reflected engagement rather than mural submissions.

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    Reflection and Future Direction

    Key insights from the campaign that will inform future paid social efforts.

    Targeting Behavior Matters:
 Both Meta and LinkedIn overrode geographic targeting when advanced audience settings were enabled, resulting in ads being served in already-covered counties.


    Action Taken:
 I adjusted targeting controls mid-campaign, improving geographic accuracy and confirming a viable mural submission.

    Facebook Performs for Action: Delivered the lowest CPC and the only confirmed mural submissions, making it the most effective platform for future outreach.

    Instagram Supports Awareness: High engagement through shares and saves indicated strong brand visibility, but lower CTR limited direct action.

    LinkedIn Drives Engagement—at a Cost: Carousel ads achieved longer dwell times, though geo-targeting limitations reduced budget efficiency.

    Use Paid Social Strategically: Paid social is most effective as a supplement to traditional outreach—not a replacement—especially for statewide initiatives.

    Prioritize Platform Strengths: Future campaigns should lead with Facebook, while using Instagram and LinkedIn to support awareness and engagement goals.

    Design for Iteration: Early testing, tighter targeting controls, and real-time optimization will be prioritized from launch.

  • University of Tennessee System Website Redesign

    University of Tennessee System Website Redesign

    From Research to Structure

    With direction from NewCity, quantitative analytics were paired with qualitative research methods, including stakeholder interviews, user surveys, first-click testing and task-based usability testing with non-UT participants. Insights from this research directly informed navigation, content hierarchy and page design. More than 6,000 pages were consolidated into approximately 230 public-facing pages organized around five primary sections:

    • About
    • Academics and Student Success
    • Research and Innovation
    • State Impact
    A mobile-first, accessibility-conscious approach ensured performance across devices.

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    Results

    Following the May 21, 2025 launch:

    • Total sessions increased more than 300 percent compared with the same period prior to redesign
    • Engaged sessions more than tripled, indicating sustained interaction
    • Average engagement time increased despite significantly broader reach
    • The UT Promise scholarship page generated 7,100+ eligibility checks and 460 application clicks
    • Consolidation of career-related content increased visibility, with page views rising more than 50 percent
     

    These outcomes reflect the effectiveness of research-led strategy, cross-functional collaboration and disciplined execution across the project lifecycle.

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    What Made This Project Distinctive

    Audience-First by Design:

    Facebook was the strongest-performing platform overall, delivering the lowest cost per click ($0.11) and the only confirmed mural submissions. Carousel ads proved especially effective, balancing reach, engagement, and conversion efficiency.

    Measurement Maturity:

    Instagram generated high engagement through shares and saves—particularly among younger alumni—supporting brand awareness goals. However, lower click-through rates indicated the platform was better suited for visibility than direct action.

    Efficient Use of Resources:

    LinkedIn ads produced longer dwell times on carousel formats but underperformed in budget efficiency. Geo-targeting constraints limited precision, and reported “conversions” reflected engagement rather than mural submissions.

    Lasting Impact and Future Use

    The UT System website redesign established a sustainable foundation for future digital growth. Modular design, improved governance and ongoing analytics continue to inform refinements and related initiatives across the system.

    Lessons from this project are now being applied to other UT System platforms, reinforcing the role of strategic web design in advancing transparency, public service and statewide engagement.

  • UT Systems Marcom Quarterly Impact Report

    UT Systems Marcom Quarterly Impact Report

    From Framework to Team Adoption

    A major part of the project was creating a process the team could realistically participate in each quarter.

    Team members contributed project updates, metrics, outcomes and notable achievements from their areas of work. I then gathered those contributions, identified themes, organized projects into the four strategic categories and shaped the final report into a cohesive story.

    Because this was a new workflow, adoption required more than asking for updates. It required helping colleagues understand why their contributions mattered and how their individual work connected to the larger impact of the team.

    Over time, the report became a tool not only for leadership visibility, but also for internal reflection. It helped colleagues see how their projects supported university priorities and gave the team a more consistent way to recognize, document and communicate its collective value.

    Report Design and Execution

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    Each quarterly report was designed to be clear, skimmable and easy to print.

    My work included collecting team contributions, synthesizing project details, identifying the strongest impact stories, organizing content under the four priority-aligned categories and designing the final report for use across internal and leadership audiences.

    The report was shared through Monday Notes, giving colleagues across departments a recurring view into the communications team’s work and impact. Its print-friendly format also made it easier to share with leadership and stakeholders beyond the original internal audience.

    What Made This Project Distinctive

    As the first year of the quarterly reporting process nears completion, the report has helped establish a more consistent rhythm for documenting outcomes, identifying meaningful metrics and communicating the value of communications work.

    It has also helped the team better understand its own impact by creating a recurring opportunity to reflect on completed projects, connect them to university priorities and identify evidence of success.

    One of the strongest indicators of the report’s value was that the university president requested that it be shared with the Board of Trustees and other stakeholders. This elevated the report from an internal documentation tool to a leadership communication asset.

    Measurement Mindset

    The project helped shift reporting from completed tasks toward outcomes, audience engagement and strategic contribution.

    Alignment to University Goals

    The four-category framework connected individual communications projects to top university priorities, making it easier to show how smaller efforts supported larger institutional goals.

    Team Reflection and Visibility

    The report gave colleagues a structured way to understand and communicate the impact of their own work, not just submit project updates.

    Executive-Ready Communication

    The final report translated detailed team contributions into a polished, skimmable and print-friendly format that could be shared with leadership, the Board of Trustees and key stakeholders.

    Lasting Impact and Future Use

    The Quarterly Communications Impact Report created a repeatable process for capturing, measuring and communicating the value of the team’s work.

    Beyond the report itself, the project helped normalize a stronger measurement mindset within the team by encouraging colleagues to document outcomes, connect work to priorities and think more intentionally about how communications efforts create impact.

    The framework can continue to support quarterly reporting, annual summaries, leadership updates, stakeholder communication and future planning. It gives the team a sustainable way to tell a clearer story about the value of its work.