VIRGINIA TECH LIVING-LEARNING COMMUNITIES CAMPAIGN
Heather's role in orchestrating a comprehensive campaign for Virginia Tech's Living-Learning Community (LLC) Office showcases her exceptional leadership and marketing skills. Assigned the task of boosting recruitment rates for second-year and above students opting to live on campus, Heather set an ambitious target of a 7% increase by 2028. Taking on the primary leadership position, she efficiently delegated tasks and served as the main point of contact, ensuring seamless collaboration among all parties involved. Heather also assumed responsibility for the social media aspect, crafting engaging content to highlight the advantages of LLC living. Her efforts yielded significant results, with a remarkable 29% increase in LLC Via's returner rate during her tenure.
MKTG, SOC & PUBLIC INTEREST - COOK COUNSELING CAMPAIGN
For this project, Heather and her team focused on addressing academic anxiety among Virginia Tech students by promoting journaling as a coping strategy. The goal was to develop a unique approach to encouraging journaling that goes beyond the existing efforts by the Cook Counseling Center. The project included a detailed action plan with specific steps, timelines, and budget considerations.
FENTY BEAUTY SOCIAL MEDIA CAMPAIGN
The Fenty Beauty social media campaign involved developing and implementing content strategies across Instagram, TikTok, and Facebook. We applied social media theories to craft innovative campaigns and tracked performance through various metrics, including basic, channel-specific, and advanced behavioral data. This approach allowed us to experiment with different strategies and refine our efforts based on detailed numerical insights.
