Portfolio

MFA Art Writing Department, School of Visual Arts
Communications and Marketing Strategy

OBJECTIVE: Increase brand awareness, increase applications, secure high quality enrolled students
AUDIENCE: Students and professionals interested in art writing, criticism, and pursuing a masters degree
MEDIA CHANNELS: Instagram, Facebook, Twitter, email, department website

As the Online Media Manager for the MFA Art Writing program at the School of Visual Arts in New York City, I oversaw all website content, email newsletters, social media, and marketing strategy. I also produced print and web graphic elements following a brand redesign in 2015. The rebranding objective was to create a more contemporary and consistent marketing strategy, which included a regular newsletter, increased content production on the department’s online journal, and increased social media activity.

EXAMPLE

Email marketing and rebranding
Rework email marketing strategy to increase engagement and promote SEO.

Former email design (left) and rebranded email design (right)

Click here to view the full email —————————————————— Click here to view the full email

ANALYSIS
Strategy: Use HTML email instead of image-only email
Results: User can interact with text: search in email, copy/paste, click links, buttons, and linked images; increased accessibility and screen reader software compatibility; increased design control; increased analytics; decreased probability of image-only emails being labelled as spam

Strategy: Include relevant department news and content
Results: Increased internal linking, which boosts SEO; increased awareness of the departments activities (online and print publishing, events, calls for applications); increase probability for organic sharing

DelMonico Books • Prestel
Marketing Collateral

OBJECTIVE: Increase brand awareness and drive sales to B2B partners
AUDIENCE: Art, design, and fashion enthusiasts; book buyers; media (reviewers and bloggers); and heads of museum and institution publishing departments
MEDIA CHANNEL: Instagram, amazon.com, Facebook, Twitter, company website

I wore many hats as the Publishing Manager and Associate Managing Editor at DelMonico Books, and often get to use my skills not typically associated with the position. When our Senior Designer was engaged with other projects, I stepped in and produced web design for projects. Working closely with the sales and publicity team, I photographed books, edited the images in Photoshop, and prepared them for online and print circulation. I also produced web design collateral for events such as the annual New York Art Book Fair and highly-anticipated book launches, such as Virgil Abloh’s Figures of Speech trade and special editions.

EXAMPLES

Social Media Campaign, Instagram
Photograph books and produce web graphics for events and award announcements

Virgil Abloh Figures of Speech trade and special editions
Produce web banners for trade and special editions of a high priority release, used on the Prestel Publishing website