Class Client
The Clearwater Marine Aquarium is a nonprofit dedicated to the rescue, rehabilitation, and release of marine animals, while promoting conservation through education and research. Their mission relies heavily on public awareness and community support.
In my role supporting their social media marketing, I created short-form video content, including reels, to highlight their work and engage a wider audience. These reels were designed to showcase animal rescue stories, educate viewers, and provide behind-the-scenes insight into daily operations.
As a nonprofit, raising awareness is essential, so this content aimed to increase visibility, encourage donations, and inspire community involvement through engaging and meaningful storytelling.
Class Client Work Samples
UGC: Driven by emotional storytelling and conservation awareness, this video strategy highlights the impact of human behavior on marine life. Inspired by the rescue and rehabilitation efforts at the Clearwater Marine Aquarium, the goal was to raise awareness about proper waste disposal and its direct effect on animal safety. Designed for a broad audience, the video uses powerful messaging and music to immediately capture attention and create a sense of responsibility. The core message emphasizes that small, everyday actions can save lives, encouraging viewers to adopt more mindful habits. Success is measured through engagement metrics like likes, shares, comments, and overall reach.
BGC: Centering on Rufus’s unique appeal as a “movie star” from Dolphin Tale, this video strategy was designed to capture attention through nostalgia and excitement among younger audiences and millennials. The goal was to build an emotional connection by positioning Rufus as both a recognizable character and a real animal visitors can meet at the Clearwater Marine Aquarium. Targeting primarily ages 7–30, the video uses upbeat music and engaging visuals to create a strong hook while highlighting the aquarium as a fun, family-friendly destination. Ultimately, it encourages viewers to visit in person, with success measured through engagement metrics such as likes, shares, comments, and reposts.
Social Media Marketing Campaign Proposal
This proposal outlines a strategic social media framework designed to transition your brand from passive broadcasting to active, mission-driven community engagement. By leveraging current digital trends and employee voices, we can build the authentic trust necessary to convert casual followers into dedicated brand advocates and long-term supporters.
This proposal outlines a strategic social media framework designed to transition your brand from passive broadcasting to active, mission-driven community engagement. By leveraging current digital trends and employee voices, we can build the authentic trust necessary to convert casual followers into dedicated brand advocates and long-term supporters.
Employee Advocacy Content Proposal
This proposal introduces a strategic Employee Generated Content (EGC) framework designed to amplify your brand’s reach by leveraging the authentic expertise of the people who know it best. By empowering your team to share their "behind-the-scenes" perspective, we can humanize the mission and build a level of consumer trust that traditional corporate advertising simply cannot replicate.
Trend Recommendations Proposal
This proposal identifies the emerging digital trends and high-efficiency tools required to keep your brand at the forefront of a rapidly shifting social landscape. By integrating these innovative strategies, we ensure your content remains both culturally relevant and data-driven, maximizing your ROI while minimizing manual effort.
This proposal identifies the emerging digital trends and high-efficiency tools required to keep your brand at the forefront of a rapidly shifting social landscape. By integrating these innovative strategies, we ensure your content remains both culturally relevant and data-driven, maximizing your ROI while minimizing manual effort.
Real-World Integration
This presentation explores the strategic intersection of behavioral psychology and digital distribution, specifically focusing on how brands leverage high-arousal emotions to navigate modern social algorithms. By analyzing the mechanics of "rage-bait" and emotional contagion, we will demonstrate how ethical, emotion-driven storytelling can be used to bypass algorithmic friction and secure meaningful audience attention.
Group Project Slide Deck
Coming Soon!
Class Client Takeaways
Social Media is the New Search Engine: Social media has evolved from a passive scrolling tool into a primary discovery engine where nearly 41% of Gen Z start their search journey before touching a browser. For a modern brand, appearing in these social searches is the only way to capture high-intent audiences at that exact moment they are looking for answers.
The Importance of Authenticity: Now that AI-generated content is prioritized over original, unpolished content, authenticity has shifted from a buzzword to a measurable business requirement. Consumers are more receptive to authentic content, rather than over-produced advertisement because they are drawn to human connection. Authenticity is the new conversion tool. By prioritizing transparent, authentic storytelling, brands can build the kind of lasting trust that traditional advertising can't replicate..