California State University
The California State University (CSU) is the nation’s largest and most diverse higher education system. The CSU has an annual enrollment of 400,000+ students across 23 unique campuses, plus 3.5 million+ living alumni. I spent three years as the Marketing Coordinator and Marketing Manager for the CSU Office of the Chancellor - corporate headquarters for the CSU’s 23 campuses. During my time with the CSU, I was in charge of marketing strategy for systemwide initiatives; most notably, I led marketing efforts for Graduation Initiative 2025 and the CSU’s statewide advocacy efforts in Sacramento.
Graduation Initiative 2025
The CSU’s signature campaign, Graduation Initiative 2025 aims to increase graduation rates for all CSU students while eliminating opportunity and achievement gaps. Each of the 23 CSU campuses play an integral role in the success of the initiative; hence, a strong marketing effort was needed.
Storytelling through video
In partnership with the CSU’s Graduation Initiative 2025 leadership team, I authored a marketing plan which included a strong emphasis on storytelling through video. We created four different videos to communicate the impact of the Graduation Initiative to current students, alumni, parents, our campuses, and legislators in Sacramento.
My role: video storyboarding, script writing, interviewing talent on-camera/facilitating conversations, coordinating video shoots with various talent, campuses, and companies, working with video production team and editor.
