Macalester College
Nestled in the quaint St. Paul neighborhood of Macalester-Groveland is Macalester College, a school with a truly distinct academic experience.
Macalester boasts a CV most higher-ed institutions couldn’t dream of: a small liberal arts college in an urban environment with connections that take our students all over the world. The highly motivated students, first-class faculty, and gorgeous campus make it a social media manager’s dream. I work to grow the college’s social presence with true-to-brand content that speaks the one-of-a-kind experience that is a Macalester education.
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Mile From Mac
A collaboration with one of my student workers, “Mile From Mac” is our newest built-for-social video series. Partnering with local business less than a mile from campus for these videos allows us to build relationships within our community and help students find their new favorite spot at the same time.
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Mac through the lens of a film camera
I’m a self-professed film photography nerd and had been looking for a way to wrap it into our social content in an on-brand manner. This video, which I produced with the help of my student content team, hands off three disposable film cameras to three students for a fun, approachable take on capturing student life at Macalester.
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Scots on the Spot: Mascot Edition
A recent change to Macalester’s mascot required community input and, therefore, some organic social content to spread the word. We took a known quantity, our beloved “Scots on the Spot” interview videos, and made it work for this concept by asking students which mascot semifinalist they liked best.
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Bagpiper Reel
In one of the first social videos I put together at Macalester, I wanted to see whether we could get our followers involved with creating content. With the help of Macalester’s Bagpiper (yes, we employ a bagpiper), I asked our followers which popular song they’d like to hear him perform the next day on our Instagram. More than 1,000 votes later, Adele won the day, and I was thrilled to see our community get so invested.
Compelling visual storytelling
Producer, co-videographer, and interviewer for “an inside look at the growth of Macalester College men’s basketball,” which chronicles the Scots’ success ahead of a exhibition matchup against the University of Minnesota.
Jump for joy, class is back in session! We took advantage of a sunny first day of classes to partner with a student organization on a first day of school “photo booth” outside the Campus Center. We built upon a partnership on campus, students got some fun shots to send back home, and it made for a great social post— that’s a win for everyone.
Proven, analytics-based revamps
The way we shared news on social media needed a makeover. Our analytics showed links were being deprioritized by algorithms, and initial attempts to create a “visual headline” felt clunky and out-of-touch with our brand’s identity. I redesigned our social news posts to feel more integrated, polished, and built for social media. This revamp brought us major increases in engagement rate and engagements per post for content areas that needed a boost.
