In my position with the URI College of Arts and Sciences and Harrington School, I've undertaken diverse projects and crafted strategies to enhance digital presence, teamwork, and branding. I've driven authentic interactions from optimizing social media tactics to embracing emerging platforms like TikTok and Reels. Under my art direction, the social media agency has maintained consistent and successful marketing. Leading and mentoring student interns has nurtured their growth and skills. Collectively, these initiatives have propelled digital innovation and impact.
My campaign strategy focuses on creating personalized, multi-channel experiences that connect with diverse audiences. By combining tailored messaging with creative design across digital and print media, I aim to inspire students and foster a sense of community. From admissions to career readiness and milestone celebrations, each initiative is designed to resonate with its audience and advance institutional goals.
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The Admissions campaign is a year-long effort, spanning summer and fall recruitment through spring yield. As the academic landscape evolves, so has our approach. Moving beyond generic URI acceptance materials, we now connect with students on a personal level through customized mailers and messaging. I designed a trifold brochure, paired with stickers and informational cards, to showcase a tailored Harrington School journey. Following a successful rollout, this design and strategy are now being piloted within the College of Arts and Sciences. Complementing the print materials, we developed emails and a dedicated website to highlight the resources and programs available to prospective students.
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The Career Readiness campaign promotes a series of one-credit courses that equip students with career skills, awarding them with digital badges they can showcase on LinkedIn. The initiative reaches prospective and current students through badges, postcards, stickers, banners, and a dedicated website. Aligned with the college’s motto, “Putting knowledge into practice,” it highlights how we help students launch successful careers.
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The Why URI campaign, co-sponsored by URI's Harrington School and Department of Admissions, engages prospective students through an annual scholarship contest inviting them to share why they chose URI via user-generated social media content. The campaign employs a multi-channel strategy including print, web, email, and a month-long social media calendar featuring posts from the URI president, coaches, and current students. In its third year, the campaign doubled submissions, increased social media engagement, and grew followers by 10%, demonstrating its success in enhancing the Harrington School’s digital presence and influencing prospective students' decisions.
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As part of the College of Arts and Sciences' 75th Anniversary event series, I created a scavenger hunt to celebrate and unite the community. Clues highlighting the College of Arts and Science’s history were hidden across the college’s buildings on the Kingston campus. The campaign included social media posts, lawn signs, postcards, clue cards, and a website for answer submissions, all designed with a cohesive brand. The event drew dozens of participants and generated excitement across campus.
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In my leadership role, my main goal is to guide and mentor our team of student interns as they learn and grow. I work closely with each intern, aligning their projects with their career interests, offering hands-on feedback, and fostering open communication. As they develop, I entrust them with more significant tasks, empowering their growth.
To encourage leadership within the team, many interns start as sophomores and continue through graduation. Senior interns often take on mentoring roles, guiding their peers. We also designate lead producers for content creation, ensuring coordination and teamwork. Moreover, most of our content ideas come from student pitches, giving ownership to those who pitch and produce them. The ultimate aim is for senior interns to work independently while I focus on light editing and approvals. In terms of leadership development, I customize each team member's experience based on their career goals and skills. We provide training in various areas, such as Adobe Creative Cloud, social media copywriting, and video production, to broaden their skill set. As graduation approaches, I work with each student to prepare their resumes, websites, and cover letters for a successful transition into the professional world.
Working for Leah was an incredible experience. Her leadership was instrumental in my growth as a professional looking to grow my skill set in the content creation field. As a leader, Leah provided guidance and support, allowing me to take ownership of my work and make meaningful contributions to the team. She helped me understand the importance of strategic planning through all stages of production. I am grateful for Leah's leadership and mentorship, during my time at The Harrington School. Her commitment to her team's success and dedication to her craft has been inspiring and has served me well in my career.
Brittney Darcy ‘20
I was able to start a full-time job as a Digital Content Creator one month after graduation. I would not have been able to do this so seamlessly if it wasn’t for this internship! Entering the video/marketing world knowing how to plan shoots, use equipment and editing programs, write professional emails, create editorial calendars, pitch ideas, and collaborate with others has helped me immensely. My internship with the Harrington School was my favorite aspect of being a student at URI. I felt so involved in my community and in tune with what I wanted to do after graduation. My time at URI and post grad journey would be nothing without my internship!
Abigail Amatucci ‘22
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Social Media
I created and executed a cohesive design strategy across social media platforms, guided by branding standards, best practices, and ADA compliance (contrast checks, alt text, etc.). Collaborating with a student team, I manage social media for the URI College of Arts and Sciences and the Harrington School on platforms like Instagram, Facebook, LinkedIn, TikTok, and X while staying on trend with emerging platforms. Our data-driven approach tailors content to engage diverse audiences—prospective students, current students, alums, donors, and faculty—while sharing our unique stories with customized messaging.
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Our Instagram grid features photo carousels, Reels, and community spotlights to create a dynamic brochure that offers prospective students, current students, and recent alums an inside look at who we are. It’s the go-to space for collaborating with other campus entities, and we love mixing in trending and humorous content to keep things light and fun. Over the past year, our growth rate has jumped by 15%, and impressions have skyrocketed by 124%.
The LinkedIn channels highlight campus news, including press releases, event coverage, faculty research, and alums profiles, and are key to engaging with our alums and faculty. It's one of our most successful platforms, with a 35% growth rate and impressions soaring by 155%.
Facebook is ideal for sharing alum stories and connecting with our broader community, including older alums and parents. We use it to share the most posts, often boosting departmental content to increase reach and engagement.
We've embraced Reels and TikTok as integral parts of our social media approach, especially given the rise of vertical video content since 2021. These platforms let us connect with prospective and current students in a genuine and lighthearted way.
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One series is made up of campus tours. These tours are a humorous showcase of our dorms, dining halls, and more. We take advantage of social media trends and audio to connect with our audience on a personal level.
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The "Questions on the Quad" series involves students quizzing and interviewing their peers, creating an interactive and fun way to engage with the campus community. These videos offer a lighthearted glimpse into campus life, making them entertaining ways to share insights with prospective students.
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