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: ​​​​

  • ​5.2M+ total video views across all content

  • 532K+ total engagements​

  • ~9–10% engagement rate, consistent across campaign content

  • ~150K average reach per post​​​

Paid-Equivalent Media Value: 

~$31K–$62K

Content: