Category: Strategy

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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-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

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