Netflix Strategic Communications Plan
This graduate team project set a clear goal: if viewers keep only one subscription, “Make it Netflix.” We used audience research to define key segments and needs, then built a positioning statement and message hierarchy around that promise. The plan maps the viewer journey, outlines the channel mix, includes a week-by-week content calendar with creative examples, and closes with a practical measurement model for engagement and retention. The sections below are the portions of the full plan that I wrote.
Communications Analysis
Positioning
Tactics
Adobe at Home
Adobe at Home was a group social media campaign designed to welcome at-home users and novice creators into Adobe. The goal was to show that Adobe is not just for professionals by using plain language, short step-by-step posts, and ready-to-edit templates that help people make something quickly. Content was built around real world needs like simple photo fixes, invitations, and social posts, with a friendly tone that removed the intimidation factor. n this presentation I designed the deck and wrote and presented the content calendar, budget, evaluation and KPI plan, and the “Why It Works” section.
TNCEP-EFNEP Social Media Guide
This social media branding guide was created to support TNCEP and EFNEP outreach, which serves low-income Tennesseans across the state. Built from grant requirements and program standards, it provides staff with a clear framework for creating posts that are consistent, compliant, and accessible. At the same time, the guide ensures content feels relevant and approachable for social media audiences, making it easier to connect with people where they are.