Cultural Relevancy/Trends

Objective:

Showcase the University of Miami experience through aspirational, culture-driven storytelling that appeals to prospective students while fostering connection with current students and evoking nostalgia among alumni, positioning UMiami as both a destination and a community.

Platforms:

Instagram and TikTok

Role:

Supported "Why UMiami" content strategy and planning in addition to producing and executing platform-native social content, using audience insights and cultural trends to guide creative direction, short-form video execution, and community engagement across Instagram and TikTok.

Highlights:

Created insight-driven social content that framed campus life as both aspirational and authentic, intentionally designed to resonate with prospective students while maintaining relevance for current students and alumni audiences.
Shot, edited, and published short-form video content that highlighted everyday campus moments, translating the Miami experience into shareable, discovery-oriented storytelling across platforms.
Applied platform-specific strategy and trend awareness to inform content formats, pacing, and tone, aligning creative execution with audience behavior and social consumption patterns.
Encouraged active community interaction through content that sparked conversation, peer-to-peer sharing, and nostalgia-driven engagement, strengthening emotional connection to the University across audiences.
Supported long-term audience growth by producing evergreen, always-on content that continued to surface beyond initial posting windows and reinforced UMiami’s brand identity over time.
KPIs to note: