THE CHALLENGE

Risepoint (formerly Academic Partnerships) partners with universities across the U.S. and internationally, each with its own brand, programs, audiences and enrollment goals. The challenge wasn’t creating for one brand, one campaign or one audience. It was producing effective work across a constantly changing portfolio of university partners while protecting what made each institution distinct.

The work spanned video, paid and organic social, digital advertising, landing pages, email, SMS, radio and other enrollment communications, requiring creative that could move across channels without becoming generic.

The challenge was scale without sameness.

THE APPROACH

I Built the system behind the work

I approached the portfolio as both a creative leader and a builder. I developed creative strategy, led video production, wrote and shaped messaging across channels, and established standards and processes that helped teams produce stronger, more consistent work.

Rather than forcing university partners into a single creative formula, I looked for the individual story each institution had to tell, then built the campaign around it.

I worked across creative, marketing, media and partner teams to connect creative strategy with execution, while mentoring creatives, improving workflows and creating best practices that could be applied across the broader portfolio

THE PORTFOLIO

GLOBAL SCALE. CUSTOM CREATIVE.

Working across a global portfolio of university partners meant understanding each institution as its own brand. The strategy could scale, but the creative had to remain specific to the university, the program, the audience and the story being told.

FLORIDA TECH

FROM CONCEPT TO SCREEN.

I developed the creative concept and direction for this Florida Tech campaign, building the visual approach around the university’s identity and story. I wrote the script and defined the imagery and visual direction that shaped the final piece.

MY ROLE
Creative Concept · Creative Direction · Scriptwriting · Visual Development

NORTHWEST MISSOURI STATE UNIVERSITY

CREATIVE WITH A PURPOSE.

Following the pandemic, the challenge was twofold: drive new enrollment while helping keep current students enrolled. Students had spent years navigating disruption, uncertainty and changing priorities, and the creative needed to give them a compelling reason to keep moving forward.

I developed the creative concept, messaging and visual direction around that challenge, positioning education as a path toward possibility, momentum and a future worth pursuing.

MY ROLE
Creative Strategy · Creative Concept · Creative Direction · Scriptwriting · Messaging · Visual Development

ARKANSAS STATE UNIVERSITY

STORY FIRST. BRAND ALWAYS.

I developed the creative concept and direction for this Arkansas State University campaign, working beyond existing brand guidelines to help define how A-State should look, sound and feel on screen. I wrote the script and developed the imagery, messaging and visual direction, creating a distinct creative identity for the campaign while remaining authentic to the university and its audience.

MY ROLE
Creative Concept · Creative Direction · Brand Development · Brand Messaging · Scriptwriting · Visual Development

WILLIAM PATERSON UNIVERSITY

CREATIVE TAILORED TO THE AUDIENCE

Adult learners bring different priorities, pressures and motivations to the decision to return to school. I developed the creative concept, messaging and visual direction around that audience, creating work designed to meet prospective students where they were and connect the university’s offering to what mattered in their lives.

MY ROLE
Creative Strategy · Creative Concept · Creative Direction · Scriptwriting · Audience Messaging · Visual Development

SOCIAL

SHORT FORM. STRATEGIC PURPOSE.

THE WRITING

DIFFERENT BRANDS. DISTINCT VOICES.

Across a global portfolio of university partners, I wrote and developed messaging across nearly every stage of the student journey from first impression through enrollment and retention. In many cases, I developed the creative concept, direction and messaging strategy from the ground up; in others, I translated an established strategy into audience-focused creative. Each university required something different. Different positioning. Different audiences. Different objectives. Different stories. My job was to understand what made each brand distinct and create work that sounded uniquely like them.

SOCIAL · DIGITAL ADS · EMAIL · SMS · RADIO · LANDING PAGES · VIDEO · BRAND MESSAGING

A-State Online

BRAND VOICE IN 85 CHARACTERS.

Arkansas State online needed short-form social copy built for discovery without losing the university behind the message. I developed concise, platform-specific messaging designed to make online education feel accessible, relevant and distinctly A-State.

In many cases, that meant doing more than writing copy. When a defined brand voice or campaign message didn’t yet exist, I helped establish the creative direction and messaging approach, then translated it into platform-specific content.

MY ROLE
Creative Direction · Brand Messaging · Social Strategy · Copywriting · Platform Optimization

UTA | RN-to-BSN

ONE AUDIENCE. MULTIPLE REASONS TO ACT.

Prospective RN-to-BSN students shared a goal, but not necessarily the same motivation. I developed multiple prospecting messages around the factors most likely to move working nurses toward action, from career advancement and affordability to flexibility, accreditation and time to completion.

Rather than repeating one message across every ad, I varied the value proposition while keeping the program positioning consistent. Each execution gave the campaign another way to connect the same degree with what mattered most to the prospective student.

MY ROLE
Audience Strategy · Paid Social · Copywriting · Messaging Strategy · Conversion-Focused Creative

DIFFERENT AUDIENCES. DIFFERENT OBJECTIVES. ONE STRATEGY: CONNECT.

INTERNAL COMMUNICATIONS
Academic Partnerships

VIDEO CONCEPT + SCRIPT
Southeastern Oklahoma State University

SOCIAL / TIKTOK
Southeastern Oklahoma State University

ENROLLMENT COMMUNICATIONS
University Partner Lifecycle Messaging

CAMPAIGN CREATIVE

FROM MESSAGE TO MARKET.

Writing didn't stop at the script or copy deck. I developed messaging across campaign creative, translating program benefits, audience needs and enrollment objectives into clear, actionable communications across paid media and marketing collateral.

PAID DIGITAL | TEXAS A&M INTERNATIONAL UNIVERSITY
Program positioning · Paid social copy · Conversion messaging

MARKETING COLLATERAL | UNIVERSITY OF SOUTHERN INDIANA
Program messaging · Content hierarchy · Enrollment communications

I DIDN’T JUST CREATE THE WORK.

I BUILT THE STRATEGY BEHIND IT.

Across a global portfolio of university partners, I moved between strategist, creative director, writer and producer, building concepts, shaping brand voices, developing campaigns and creating systems that helped creative ideas become stronger work.

The constant was never a particular format or formula. It was understanding the problem, finding the story and building the right creative solution for the audience, the brand and the business objective.

STRATEGY · STORYTELLING · CREATIVE DIRECTION · PRODUCTION · BRAND BUILDING