Social Media Strategy: UCPath
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From 2022 to 2024, I served as a Communications Specialist at UCPath, where I played a pivotal role in enhancing the organization’s digital presence through a comprehensive social media strategy. This case study highlights my contributions, the strategy's deployment, its current state, and key lessons learned.
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Social Media Look and Feel
- Collaborated with an external agency to establish a cohesive aesthetic for UCPath’s social media platforms.
- Defined and enforced brand consistency guidelines, ensuring that visuals and messaging aligned with UCPath’s identity.
Social Media Strategy
- Contributed actively to developing a data-driven social media strategy.
- Focused on content planning, KPI development, and aligning communication goals with organizational objectives.
- Worked closely with internal teams and the external agency to execute a robust digital communication plan.
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Brand Consistency
- Established a unified brand identity across UCPath’s social media channels, strengthening brand recognition.
Strategy Outcomes
- Increased engagement through consistent posting and targeted content.
- Enhanced UCPath’s online presence, evidenced by improved user interaction and brand awareness metrics.
Lessons Learned
On Collaboration
- Clear communication and expectation-setting with external agencies are crucial for successful partnerships.
- Balancing creative input from partners while adhering to internal brand guidelines ensures consistency.
On Strategy Development
- A data-driven approach is essential for effective content planning and audience engagement.
- Flexibility in adapting to emerging trends and audience feedback enhances long-term success.
On Brand Consistency
- Consistent branding positively influences online presence, fostering trust and recognition among target audiences.turn a hobby into something more.
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By establishing a cohesive brand identity and data-driven social media strategy, UCPath enhanced its digital presence and improved recruitment efforts. The collaborative approach with external partners and internal teams enabled the organization to fill key positions effectively while reinforcing its brand integrity.
UCPath Intranet Transition
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In winter 2023, UCPath underwent a major intranet upgrade to improve navigation, enhance employee engagement, and simplify access to essential tools and links. As a Communications Specialist, I played a central role in shaping the platform’s new home page and collaborating with the project team to redesign the site’s navigation.
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Home Page Design
- Composed the content and structure of the new home page, ensuring critical resources were easily accessible.
- Focused on a clean, user-friendly design that balanced organizational priorities with user needs.
- Enhanced the newsletter section by integrating a more visually appealing layout, making important updates easier to spot.
Navigation Layout
- Worked closely with the project team to map out an intuitive navigation structure.
- Streamlined menu categories, reducing clutter and improving content discoverability.
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Improved Navigation
- The upgraded intranet now features a more intuitive navigation system, reducing employees' time searching for tools and information.
Enhanced Employee Engagement
- Employees reported easier access to commonly used tools and links, boosting daily productivity and platform satisfaction.
- The improved newsletter section and visually appealing email distribution format increased employee interaction with organizational updates.
Lessons Learned
On Collaboration
- Cross-functional collaboration between content creators, developers, and project managers is critical for platform success.
- Establishing clear communication channels helped align technical and creative goals.
On User-Centered Design
- Prioritizing user experience during the design phase ensures long-term platform usability.
- Conducting usability tests would enhance future platform improvements.
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The intranet upgrade at UCPath significantly enhanced the platform’s navigation and employee engagement by providing a cleaner, more accessible digital environment. My contributions to content development, navigation design, and newsletter improvements played a crucial role in ensuring the platform effectively met both organizational and employee needs.
Certified Aviation Services Rebrand
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In support of Certified Aviation Services' (CAS) global presence and 24/7 operational capabilities, I contributed to the company’s rebrand through the creative campaign, "The Sun Never Sets." This campaign emphasized CAS’s worldwide availability through its Go Team, ready to perform aircraft repairs around the clock.
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Creative Direction and Concept Development
- Developed the core campaign concept "The Sun Never Sets" to reflect CAS’s global service reach.
- Crafted the campaign’s narrative, highlighting the Go Team’s readiness and operational excellence.
Storyboarding and Video Production
- Designed detailed storyboards outlining the visual and narrative flow.
- Directed and edited the primary campaign video, ensuring the visuals captured the brand’s essence of reliability and global presence.
Brand Refinement
- Collaborated with marketing and leadership teams to align the campaign with CAS’s evolving brand identity.
- Ensured the visual style, tone, and messaging consistently represented the company’s mission and services.
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Campaign Impact
- "The Sun Never Sets" became a defining narrative for CAS’s marketing efforts, resonating with industry clients and stakeholders.
- The video and associated materials boosted brand recognition and highlighted CAS's global service capabilities.
Engagement Metrics
- Increased client inquiries and industry engagement following the campaign launch.
- Strengthened CAS's reputation as a responsive and reliable aviation service provider.
Lessons Learned
On Creative Storytelling
- A strong, visually driven narrative can effectively communicate complex service offerings.
- Balancing technical details with emotional storytelling creates compelling brand messaging.
On Collaboration
- Close coordination with internal teams and leadership ensures brand authenticity and message clarity.
- Gathering early feedback helped refine creative outputs and meet campaign goals.
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Through the development of "The Sun Never Sets" campaign, I helped Certified Aviation Services communicate its unique value proposition as a global aviation service provider. My role in crafting the concept, directing and editing the campaign video, and ensuring brand alignment significantly strengthened CAS’s market presence. It reinforced its identity as a 24/7 operational leader in the aviation industry.