Paving a Path: Women of Emory Making History
Role: Content strategy, writer
Brief: Mark Women’s History Month while stewarding top-notch alums.
Using the power of storytelling and an engaging design, this project began by interviewing six alums who have made a difference in their communities and industries. I gathered an array of intriguing interviews, archival material, submitted photography, and created stellar copy to accompany the assets. Finally, it all came together in an interactive digital story, showcasing women of Emory who not only inspire other women, but everyone.
Let it shine.
Using the visual identity of Emory’s latest capital campaign 2O36, the design aimed to inspire.
Digital strategy
Creating an engaging project is only half of the battle. Getting it in front of the right people is the rest. To introduce this digital piece to a broad range of constituencies, social media and email marketing tactics were implemented.
We decided to promote the digital story in EmoryWire, a monthly touchpoint reaching more than 140,000. The designers created a compelling GIF that cycled through each of the story subjects and paired it with inspirational copy. To grab audiences’ attention from the start, we opted for an above-the-fold feature. This tactic garnered the most traffic for the digital story.
For social, we supplied the social media manager with a range of GIFs, stills, archived documents, messaging and videos to help them best tell the story via different platforms. We trusted them to do what they do best and that result was the second highest source of traffic to the digital story.
