Category: Copy

Posted on

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-year anniverary

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

Posted on

YouTube Video Series

Orientation & Welcome Videos

These videos sought to introduce prospective students and parents to UNT’s food culture and program. As a requirement for university orientation events, all large departments had a few minutes to pitch what they had to offer. To stand out from the competition, we focused on providing authentic content, high-quality production, and quick delivery.


Welcome Video 2023

We boiled down all the bragging points Dining Services had 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, but held launch until later. 


Welcome Video 2022

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


Student Employment Ad

To keep things real, we interviewed real student employees and stitched together their raw footage to promote our on-campus jobs.


Preview Video

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


Welcome Video 2022

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


Student Employment Ad

To keep things real, we interviewed real 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 the other dining halls on campus and enticed guests with their tasty offerings.


Eagle Landing

With seven restaurant concepts inside Eagle Landing, we showcased everything it had to offer to encourage guests to try a less popular venue, such as Leaf.


Mean Greens Café

The first 100% plant-based university dining hall in the nation. Our challenge was to break the stereotype of vegan cuisine and showcase the benefits of plant-based diets.


Kitchen West

The first dining hall Certified Free From™ the Big 8 Food Allergens & Gluten in Texas. We wanted to show (and tell too!) that the food is not only safe but also flavorful.


Bruceteria

Want to skip the line for comfort food at Eagle Landing? Find your homestyle classics and the largest events, including Juneteenth and Cinco de Mayo at Bruceteria.


Champs

Sports nutrition focused, with a menu designed around performance. We wanted to show that our athletes’ favorite spot is open to everyone & worth the trip.


Kitchen West

The first dining hall Certified Free From™ the Big 8 Food Allergens & Gluten in Texas. We wanted to show (and tell too!) that the food is not only safe but also flavorful.


Bruceteria

Want to skip the line for comfort food at Eagle Landing? Find your homestyle classics and the largest events, including Juneteenth and Cinco de Mayo at Bruceteria.


Champs

Sports nutrition focused, with a menu designed around performance. We wanted to show that our athletes’ favorite spot is open to everyone & worth the trip.

Meal Plan Explanation Videos

Due to the large variety of options and policies surrounding Dining Services’ meal plans, we needed something supplemental to the brochure and webpage that would help guide individuals. We went for a “CrashCourse” route with the videos and broke down the explanation videos by audience/policy: one for first-time resident college students and one for everyone else.


First-YEar Students


Upperclassmen STudents

Posted on

University-localized Radio Ads

Vocalizing brand voice.

To align with their rebrand, UNT Dining Services asked us to craft new radio advertisements to play across campus for all in-house locations, new product lines and more. Complaints about the irritating quality of 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.

48
Ads

Goal:

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


Ad No. 1

9
Freelance Voice Actors

Goal:

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


Ad No. 2

1
Freelance Copywriter

Goal:

Increase awareness of locations, products and dining memberships.


Ad No. 3

The composition of freelance work, Orchestrated by student employees


Listen to All Ads

Posted on

Mean Greens Café 10-year Anniversary

0
+
Guests
50
Press Articles

Dallas Observer

Fox 4

NT Daily

WFAA

0
+
Deliverables

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


Posted on

Full-time Job Hiring Campaign

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

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

Analysis I

Job Post In-visibility

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, I proposed and implemented a solution that would both solve the job bulletin predicament and allow us to target potential applicants directly. 

 

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


View Report

Google Ads Campaign

Direct Contribution

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

View Report

0
%
of web traffic to /current-openings page

Analysis 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 a poor information architecture, lacking UX design and verbose copy—having to go through multiple lengthy pages for the information they were seeking.

Compiling the details

I built a /careers webpage dedicated to Dining Services careers containing only essential information and 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 information for Spanish-speakers

Web Content

Direct Contribution

0
K
pageviews to /careers

Examine Content

5
K
pageviews to /current-openings

Analysis 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