Communication & Marketing

My work as a Communications Specialist at UVM (@universityofvermont) centered largely on my ability to communicate internally and externally across departments. Shaping our public presence through strategic projects, social content, and editorial pieces, I learned to think fast, write sharp, and curate stories that aligned creative, executive, and marketing teams within a unified workflow.

KEY PROJECT:

Ahead of UVM's 2024 rebrand, I proposed an idea to our creative marketing teams: a data-driven content strategy that would pinpoint effective language patterns across social platforms, developed using corpus linguistic software.

Taking inspiration from my previous academics, I returned to AntConc - a corpus analytics program - and gathered text from our top-performing social media posts, newsletters, web articles, headlines, and taglines, etc.

Texts were then grouped by social platforms and publication cycles, and organized into separate corpuses/datasets for targeted analysis.

Once the corpora were built and processed, I used AntConc to run keyword frequency checks, collocate searches, n-gram analyses, and cluster detection - identifying lexical patterns and stylistic consistencies across our most engaged content.

After revealing the highest-performing lexical patterns from each channel, I presented my findings to the marketing teams.

The data collected helped guide the team's content approach, ensuring that we leaned into the styles and copy that best resonated with each audience.
We then distributed the leading language types across our socials - minimizing content overlap while maximizing platform-specific outreach.
By doing so, we maintained a cohesive rebrand voice - tailoring literary content to the distinct tones and engagement styles of every channel.

SOCIAL MEDIA:

1/2

PUBLICATIONS:

News Release

News release sample for UVM's acquisition of COVID-19 testing kits via activist support.

Blog Post

Personal blog-styled article, promoting both UVM's international experience, and the unique charm of Vermont, USA.

Exploring the increasing interest in UVM's sorority experience, reflecting student perspectives and engagement.