At the University of Rochester, my team collaborated with a local agency to develop an omnichannel engagement marketing campaign that culminated with the inauguration of a new president. The Rochester Effect is a powerful communications framework that brings the University of Rochester brand character to life. It reinforces the University’s position as a vital and relevant institution—advancing knowledge and contributing to our shared understanding of how we might address the world’s most pressing problems together.

I led research, creative strategy, design, and a multi-year marketing communications rollout. We developed a creative and messaging platform, style guide, multiple cases for support, printed field materials, print and social advertising, a new website, a video series, campus treatments, a regional live event series, a presidential inauguration celebration event, and more over a three-year period. We saw a marked boost in engagement from proud alumni of all ages in every corner of the country, and record event attendance.