Category: Copy

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Additional Writing Samples

UNT Dining Services

NACUFS AWARD SUBMISSIONS

DIWALI EVENT

FOOD COURT*

CATERING EVENT

We submitted these books to the National Association of College & University Food Services  for: Best catered event, residential dining event, and retail facility. We needed to provide as many details as possible, following a strict rubric. But knowing our audience would be reviewing hundreds of books a day, we tailored our copy and strategy for judging-fatigued individuals where possible.

 

*Essay and section introductions only

SWOOP Agency Blog Post

Animal Crossing & Advertising

Where there are people, there will be marketing. And for an advertising agencys’s blog, in the midst of Covid-19, what better to write about than Animal Crossing? During the shutdowns, the game provided players a much needed safe space…and marketers a unique opportunity for positive brand interactions.

UNT Dining Services Internal Newsletter

Food For Thought

UNT Dining Services’ monthly newsletter was crafted using SendInBlue. It focused on a keeping employees informed and creating a positive company culture by celebrating successes and sharing good news alongside important notices.

UNT Dining Services Accounts

Social Media Posts

UNT Dining Services’ social media posts targeted three main audiences: college students, their parents, and campus leadership (*ahem* my boss’ boss’ bosses). While multiple people have worked on their social media accounts over the years, I have included a few that I crafted. 

Green Choice Sustainable Takeout System

Webpage Content

When UNT Dining Services began Green Choice, students had many questions. Having a webpage allowed them to both answer those questions and simplify information about the enrollment process.

UNT Dining Services

Various Projects

Video & Radio Ads

Mean Greens Café
10-yr. ANNIVERSARY

Hiring Campaign

Copy editing with copy provided by a freelancer.

Radio Ads

Videos

Strategy & Copy:

Timeline

Employee Bios

 

Strategy, Copy & Execution:

Webpage

Strategy, Copy & Creation:

Webpages

Google Ads Campaign

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YouTube Video Series

Orientation & Welcome Videos

We sought to introduce prospective students and their families to UNT’s culinary culture and dining program. As a part of university orientation events, all large organizations were given a few minutes to pitch their offerings. To stand out from the noise, we focused on providing authentic content, high-quality production, and quick delivery.


Welcome Video 2023

We boiled down all the USP’s UNT Dining Services had to offer into five minutes, following the YouTube trend of “quick lists”.


Preview Video

A brief introduction to UNT, Denton & Dining. We created this around the same time as Welcome Video 2022. 


Welcome Video 2022

A more corporate, polished overview of Dining Serviced, targeting parents paying for their student’s college tuition.


Student Employment Ad

We interviewed current student employees and stitched together their raw footage to promote our on-campus jobs.

Dining Hall Tour Playlist

Since Eagle Landing was receiving plenty of guests a day, we needed to encourage people to try a different place for lunch. This playlist raised awareness about other places to eat on campus and broke stereotypes around various cuisines—from what’s possible with vegan fare at the first 100% plant-based dining hall in the nation to a food hall focused on sports nutrition, and much more.


Tour Eagle Landing’s 7 Unique Restaurants


Tour Mean Greens Café — The 1st US Vegan Dining Hall


Check out Champs: Cooking for Athletic Performance


Visit Bruceteria for Homestyle Fare

Kitchen West: Free of Allergens, Full of Flavor

Meal Plan Subscription Info. Videos

With a large variety of meal plan subscriptions, Dining Services needed something easier to digest than the typical brochure or webpage that could help guide individuals. We went for a “Crash Course” route with the videos and broke down explanations by audience and policies.


First-YEar Students


Upperclassmen STudents

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University-localized Radio Ads

Vocalizing brand voice.

To align with their rebrand, UNT Dining Services asked us to draft new radio advertisements featuring all in-house locations, new product lines, and more, to play across campus . Complaints about the previous ads encouraged us to start from scratch, including with talent. The product was almost 50 ads that not only encompassed all Dining had to offer, but also represented the many voices within the department.

Ads
48

Goal:

Position UNT’s food as real and delicious—made from scratch with whole ingredients by professional chefs.


Listen to an Ad

Freelance Voice Actors
9

Goal:

Create conversational ads that are influential in the background by selecting talent with various tones, ranges, and HUG/POC backgrounds.


Listen to a 2nd Ad

Freelance Copywriter
1

Goal:

Increase awareness of locations, products and dining membership subscriptions.


Listen to a 3rd Ad

The composition of freelance work, orchestrated by internal talent


Listen to All Ads

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Mean Greens Café 10-year Anniversary

Guests
0
+
Press Articles
50

Dallas Observer

Fox 4

NT Daily

WFAA

Deliverables
0
+

National Association of College and University Food Services

Silver Loyal E. Horton Award


Examine award book

Creating the Event

Logo
• Banners
• Menu
• Tray passing identifiers

Legacy & Visibility

Mean Greens Café skyrocketed UNT into becoming a national leader in university food service when it became the first 100% plant-based dining hall in the nation. With the dining facility’s 10th anniversary on the horizon, leadership saw another opportunity for national attention and reputation positioning.

Hover over each image to view deliverable list.

Goals

Craft a cohesive theme for Mean Greens Café’s 10th anniversary that emphasizes plant-first dining.

Raise awareness about Mean Greens Café and accessible vegan dining options on campus.

Position UNT Dining Services as a pioneer of forward-thinking, food-inclusive campus dining among other universities.

Honoring the History

Tomato curry recipe book
• Recipe cards
Hanging timeline
• Employee bios/feature
• Video

Promoting the event

Website content
• Digital slides
• Posters
Button pins
• Social media posts

Farm to Table Marketing

Like Mean Greens Cafe’s cooking process, our marketing efforts were completed entirely in-house. From kickoff to the event day, we had less than 1 month to pull everything together with only 1 full-time designer and a handful of part-time, student designers.

Curious to see the actual deliverables & project timeline?


View All Deliverables

Timeline


Web


Video


Book


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Full-time Job Hiring Campaign

In 2022, UNT Dining Services had many open full-time positions with almost no job applicants.

Our challenge: No one was applying, and we were restricted from posting on Indeed and LinkedIn.

Part I

Job Post Invisibility

Originally, UNT’s Dining Services department relied on the generalized, university HR website and Indeed.com for recruitment.

When bureaucracy prevented them from using Indeed (and LinkedIn too), their job postings stopped receiving applications. 

Targeting the job seeker

Rather than waiting for job seekers to find us, we proposed and implemented a solution that would both solve the job bulletin predicament and allow us to target potential applicants directly. 

An English and Spanish Google Ads campaign increased our reach within DFW and was highly successful.


View Report

Google Ads Campaign

CTR
0
%
Impressions
0
K
CPC
$
0
of web traffic to /careers landing page
0
%

View Report

of web traffic to /current-openings page
0
%

Part II

Obscure Information

Food Service professionals may not typically scour a university’s general website for jobs.

But the few that did were likely discouraged by verbose copy and poor UX design—having to go through multiple lengthy pages for the information they were seeking.

Compiling the details

We built a /careers webpage dedicated to Dining Services careers, containing only essential information and a means to apply. 


Examine Webpages


  • Direct links to all open position applications

  • Anchor tags linking to benefits, drop-in interviews and more

  • Information and contact info. for Spanish-speakers

Web Content

pageviews to /careers
0
K

Examine Content

pageviews to /current-openings
5
K

Part III

Low Awareness

The department had historically done little to promote full-time vacancies, having been able to rely upon internal connections and recommendations.

 

However, during the great resignation, many established staff members left and along with them, their network.


View Deliverable Solutions

Spreading the word


  • General: On YouTube and social media, we posted a video of employees discussing their favorite perks and parts of the job.

  • Discount-seeking college students: Our team broadcasted digital slides across campus TV monitors touting tuition benefits.

  • Traditional job seekers: We created a standing banner, business cards and an informational brochure to entice potential applicants at recruitment fairs.

Project Management


View All Deliverables

Video


Social Media


Brochure