In a world where everything we could ever want is just a tap away, standing out is essential for any business that wants to thrive. Even the best lemonade stand in the world will fail if no one stops to try it. That’s where marketing comes in.
Marketing is a word with many meanings, and one that’s often misunderstood or overlooked. But to me, marketing is simple. It just has to be done with purpose and strategy. Without those, it’s meaningless.
Over the past several years, I’ve honed the skills, strategies, and tools needed to craft campaigns that don’t just grab attention, they drive results. From boosting digital engagement and social relevance as Marketing Manager for Talisman Magazine, to creating impactful advertising for global brands like Jim Beam and Maker’s Mark at Doe Anderson, I’ve learned how to blend creativity with data-driven strategy to make messages resonate with the right audience.
Now, as Digital Marketing Team Lead at WKU, I use those same skills every day to lead campaigns that connect the right people with the right opportunities, and deliver measurable outcomes.
Take a look at some of my case studies below, and reach out when you’re ready to take your business to the next level.
01. WKU Online
Rebranding + Advertising Campaign
Budget: $75,000
Timeline: February ’24 – Ongoing
Synopsis:
I was given the opportunity to lead a rebranding and advertising campaign for WKU Online, which launched in February 2024. The challenge? Until recently, WKU’s online programs were managed independently by each college. Now, they’re all housed under one umbrella, WKU Online. The issue was clear: they wanted to be recognized as a unified institution, but they lacked a distinct identity. That’s where the rebrand came in.
Rebrand:
I collaborated with the WKU Online team to craft a visual identity that feels modern, exciting, and proud. I coordinated photoshoots that showcased a diverse community of motivated students, and I designed graphic elements versatile enough to be used across platforms and placements. I also developed a tone of voice guide and a brand messaging statement to tie everything together: WKU Online: Higher Education, Your Way.
This message was distilled from WKU Online’s mission to offer high-quality, convenient programs flexible enough for working adults. Every element of the rebrand was executed with care to align with the university’s broader brand guidelines.
Advertising:
Looking and sounding great wasn’t the only goal. WKU Online wanted to grow. Five online degree programs were selected to pilot the first round of advertising campaigns. I met with each program director for in-depth conversations about their audience—who they are, what they look like, and where they are. This step was essential, as every program had a unique audience.
From those insights, I developed tailored marketing plans, audience profiles, and platform strategies for each program. Then came my favorite part: the creative. I built out a creative strategy for each program that included copywriting, photography direction, and visual design.
To stand out, I focused the visuals on career outcomes. Showing people in the roles they’d aspire to after graduation rather than just students behind laptops. I coordinated a separate photoshoot for each program to bring this vision to life.
Finally, I produced ad graphics and launched campaigns across Meta, Google, LinkedIn, and Spotify.
Vertical Meta Ad Graphics:
Results:
While this campaign is still in progress and the final results are yet to come, the early performance has been impressive. As of December 11, it has generated 3,514,846 impressions across all platforms and produced just under 1,000 high-quality leads.
Throughout the campaign, I implemented several data-informed adjustments that significantly improved performance. To date, this stands as the most successful campaign for Academic Program Marketing.
This success wouldn’t have been possible without the cross-functional collaboration of the program coordinators and the incredible support of my team.