UC Davis
In my past life, I was a marketer and communicator in the higher education space. As Aggie myself, I was proud to hold a number of professional roles at the University of California, Davis even after I graduated with my bachelors degrees. Below, please find a collection of work samples from that period of time.
Come As You Are
Come As You Are was a very high-level, high-visibility campaign, and it eventually became the new tagline for Campus Recreation, appearing on print deliverables, digital materials, and swag all over campus. It also went on to win multiple awards including a 2017 Silver Council for Advancement and Support of Education (CASE) District VII Award of Excellence, and a 2018 Gold Hermes Creative Award.
Though everyone is different in one way or another, those differences do not diminish anyone’s importance or ability to participate in all that Campus Recreation has to offer. That’s what this campaign is all about. Even the design and wordsmithing behind this tagline was meant to symbolize different body types and backgrounds, as no two letters look the same. A primary objective was to reach students who may have previously been intimidated to visit or join a fitness center.
Branding
Our marketing team worked with the Fitness and Wellness unit to change its name to Living Well (LiveWell for short). This shift was meant to evoke a more balanced and well-rounded idea of what it means to be healthy. Yes, physical wellness, or “fitness,” is a part of overall wellness, however, it is not the defining aspect.
I helped develop the branding and name for the brand-new PC gaming center that opened in the Memorial Union in late 2018. We chose a name that honors the UCD mascot and can be shortened to "gg," a common phrase used by gamers to say "good game" at the end of a session.
With declining participation, the Intramural Sports program needed a rebrand. After interviewing students, we discovered the term 'intramural' was no longer relevant or resonating. To bridge the gap, we renamed it 'Rec Sports,' making the program offerings more casual, fun, and accessible to everyone.
Events
For two years in a row, I helped market this philanthropic event, which benefits various student groups at UC Davis. During both years, our team utilized print, email, and social media marketing, along with swag and in-person selfie stations for the day of the race. In 2018, we were able to generate the second-highest amount of participants and the most revenue in the history of the event.
Stride for Aggie Pride 5k
I helped write, refresh and edit the content for print and digital assets promoting this sale. Over the period of four of these events, the amount of generated sales was over $500,000.
Apple One-Day Sale
During my time working with UC Davis Stores, I helped establish a presence for their monthly Aggie Pride Friday sales, primarily through digital marketing. Over the period of about a year, the campus community became familiar with and excited by the sales, flocking to the store to get their 25% discount every first Friday of the month. I played off of seasonal themes and national holidays to promote relevant products and encourage as many people as possible to show their school spirit.
Aggie Pride Friday
Video
Social Media
Annual Reports
