One of my first moves when taking over marketing and communications for the school was resurrecting a defunct feature in which we spotlighted a student or alumnus every month. I sat down for a long interview with the subject, taking photos and writing a feature article to appear on our website and blog. I also created graphics for print, social, and other promotional materials. We sought out students and alumni from all our programs and a variety of career and life paths. Every story allowed us to highlight different features of our academic programs and the school. This example spotlight features Kasey McKee, an alumna who became an academic advisor for IS.

Recently, we transitioned from long articles to short videos accompanied by brief blog posts, and even more recently, we’ve jumped on the user-generated content trend, recruiting exceptional students to create their own Day in the Life videos for our social channels.