Assist on a variety of digital projects including social media, websites, email marketing, and advertising, with a focus on working with data analytics to uncover consumer trends and behavior and inform and drive decision making and strategy
This role started in September 2024, so many of these digital assets I've created are still new and currently in the process of gathering analytics to evaluate their performance on various platforms.
So far, I have built out two email campaigns aimed at driving sales and enhancing fan engagement. The first campaign promoted the UMCU All Star Lounge, a VIP experience at Michigan football games, where my goal was to boost sales by designing an appealing layout and strategically placing call-to-action buttons. I ensured links directed users to the appropriate purchasing pages.
The second campaign focused on promoting season ticket sales for Michigan Women's Gymnastics for the 2025 season. Both campaigns required careful attention to visual appeal and optimal placement of elements to catch users' attention and encourage interaction.
My process begins my looking through previous emails that were implemented in the previous years to see what was successful. I then viewed related internal assets that were available, including graphics provided by the creative team and relevant images that would improve the visual of the emails. I worked on crafting the text to align with the tone and structure of previous Michigan Athletics emails, to keep consistency within the department.
One of my main responsibilities is to create visual assets that are utilized across various platforms, including email campaigns, website banners, mobile apps, and social media posts. I designed graphics for the Arkansas State and USC football games. The USC game featured a "Stripe Out" theme, which gave me some creative freedom with the design of that visual.
For every asset request, I follow Michigan's Brand Guidelines to maintain consistency with the university's overall branding. Additionally, I create different sizes and variations of each visual to make sure they work across whichever platform the user is engaging on.
My process for creating these visuals starts by finding textures and design elements from previous graphics that can be repurposed for the new content. I pull textures and overlays that have been used before to keep consistency with Michigan's style. I view the brand guidelines to incorporate elements like the Block M and check I'm using it correctly. Once the design is complete, I create different sizes of the visual to fit each platform’s specifications. I post the visuals on their respective platforms with the appropriate size to maintain visibility across all user touchpoints.
For the UMCU All Star Lounge graphic, I designed multiple sizes to be used in different places on the website and mobile app. One version was featured in the homepage slideshow, while a smaller size was placed at the top of the football roster page. These different sizes were created so users would have multiple ways of interaction with the promotion, depending on their navigation within the website or app. This would increase opportunities for interaction with the advertisement.
