University of Richmond Social Media

Social Media and Marketing Assistant

Objective: Increase student engagement and prospective student interest through authentic social media content that amplifies student voices.

Audience: Current University of Richmond students and prospective students seeking genuine campus experiences.

Problem/Tension: University social media felt institutional and disconnected from real student experiences, limiting engagement and authentic connection with the community.

Insight: Students crave authentic peer stories over polished institutional messaging - genuine relationships and real experiences drive stronger engagement than traditional marketing content.

Solution: Shift from institutional voice to student-centered storytelling, featuring diverse student experiences "showcase their stories" approach that builds genuine relationships while staying true to university brand values.

I assisted in managing Social Media and Marketing efforts for the University of Richmond, where I strategized, planned, directed, and created content for the University's social channels (Instagram, Facebook, LinkedIn, YouTube, etc.) to engage and grow our audience. I approach my work with the philosophy that content should be authentic to the student experience while staying true to the University's brand.

Service

Digital Content, Strategy, Photography & Videography

Client

University of Richmond, Spider Athletics

Year

2023-2025

Here's The Scoop:

Some examples of posts I've made for @urichmond on IG

"Asking UR Students about their Study Abroad Experiences"

Views: 27k

Likes: 628

"What's it like to be an international student-athlete?"

Views: 21.3k

Likes: 408

"Whats Your favorite place to eat on campus?"

views: 33.3k

likes: 810

"Benchtop innovations launch day"

Views: 29.3k

Likes: 455

"Benchtop Innovations Bakeoff"

Likes: 1,392

sends: 152

"Family Weekend football season opener"

Likes: 1,894

sends: 86

A *rare* occurance of me infront of the camera in this multimedia series on Youtube

Project Spotlight

Senior/Freshman Advice Session

Inspired by formats like Cut’s Truth or Drink and Blind Date, I pitched a vision for a conversation-driven video series using a card game format to spark meaningful dialogue between pairs of freshmen and seniors. The concept, modeled after the “We’re Not Really Strangers” style, featured question cards I wrote to prompt advice-sharing, reflection, and banter.

Objective: Create authentic peer-to-peer content that strengthens University of Richmond's brand storytelling while building genuine connections between class years.

Audience: Prospective students seeking real campus insights and current students looking for authentic peer advice and community connection.

Problem/Tension: Traditional university marketing feels scripted and impersonal - prospective students want honest, relatable perspectives on college life, not polished promotional content.

Insight: Students trust peer advice over institutional messaging; genuine conversations between freshmen and seniors create more emotional resonance and authentic representation than traditional testimonials.

Solution: I developed a card-game format video series that sparks natural, unscripted conversations between freshmen and seniors, balancing advice with light-hearted moments to highlight real student personalities and experiences.

I led creative development, assisted in scouting and recruiting student participants, and collaborated with the multimedia director, social media manager, and videographer on setting up and guiding student direction for filming day.

Sports Photography

I was also a Sports Photographer for Spider Athletics, capturing moments from competitions. My work has been featured across Richmond's social media platforms.

As a Division-1 student-athlete, I understand the grit and perseverance it takes to perform and represent a team. That's why I'm motivated to document players and to increase their visibility across media platforms.