Higher Education Marketing & Communications Strategy

Logo for Brevard College featuring mountains in the background, the college name in large letters, and a depiction of a classical building with columns.

CASE STUDY

Launching an Integrated Marketing & Communications Program

As Brevard College’s inaugural Director of Communications and Media Relations, I built the institution’s first integrated marketing and communications team and established the strategic foundation for campus-wide communications.

  • I led the development of a comprehensive integrated marketing and communications plan, providing team leadership and management while aligning messaging across departments. This included creating a proactive media relations plan, developing crisis communications protocols, and establishing clear social media policies and strategy to guide consistent, effective engagement.

    • Elevated institutional visibility and reputation

    • Increased awareness and interest among prospective students

    • Stronger, more coordinated communications across campus

    • A sustainable marcomm infrastructure built to support long-term growth

  • Integrated Marketing & Communications, MarComm Team Building, Media Relations, Crisis Communications, Social Media Strategy & Policy

UNC Greensboro School of Health and Human Sciences logo, featuring a stylized figure of a person and the university's shield emblem.

CASE STUDY

Developing Integrated Communications for UNCG School of Health and Human Sciences

After several years as a content strategist and communications manager with UNCG’s central marketing and communications team, I was selected to be the inaugural Director of Communications for the School of Health & Human Sciences and I developed the School’s first integrated marketing and communications strategy, elevating the profile of over eight departments and research programs.

  • I built and led integrated communications strategies spanning crisis communications, PR, internal messaging, content planning and recruitment marketing. This included strengthening community partnerships, overseeing digital channels and expanding local and national media coverage, while providing media coaching and guidance on issues and reputation management.

    • Established the School’s first dedicated communications program

    • Increased visibility through local and national media placements

    • Strengthened community engagement and internal messaging

    • Built sustainable content strategy, social media policies, and academic storytelling practices

  • Integrated Marketing & Communications, MarComm Team Building, Academic Storytelling, Content Strategy & Planning, Social Media Strategy & Policy, Media Relations & Coaching, Issues & Reputation Management, Internal Communications Strategy 

  • “Eliz is a skilled communicator and her work demonstrates clear understanding of the College's and University's value proposition, brand and impact on the world. She has a solid eye/ear for the stories, messages and strategies that elevate our mission and goals.”

    -STEPHANIE GEYER
    Associate Vice President of Marketing & Brand Strategy
    University of Montana

  • “Eliz has played a pivotal role in elevating the national profile of the Franke College. Through compelling storytelling about our students, faculty, and research, she brought fresh energy to how we share our work.”

    - ELIZABETH COVELLI METCALF
    Interim Dean, W.A. Franke College of Forestry & Conservation
    University of Montana

  • “From excellent writing skills to great planning and strategic thinking to the flexibility to morph between different styles of work (promotion, advancement/fundraising, issues management, events, etc.), Elizabeth brings some of everything to her role.”

    - JEFF SHAFER
    Vice Chancellor for Strategic Communications
    UNCG

  • “Elizabeth is smart, motivated, strategic, creative, and an excellent writer. She approaches her work as an educator. Many of her student employees have published numerous articles in magazines, newspapers, and online. Some have graduated and are now working in positions that require exemplary writing skills and a strong public presence. These skills cannot be fully developed in the classroom. They require mentoring and critical feedback. Elizabeth is a master of these administrative skills. I am sure that it would have been much easier to accomplish these tasks if she simply did them herself. But she took the time and effort to teach and mentor others.”

    - DAVID JOYCE
    President
    Brevard College

Logo of University of Montana College of Forestry and Conservation with mountain outline.

CASE STUDY

Building an Integrated Communications Team at the W.A. Franke College of Forestry and Conservation

As the leader of communications, marketing and external relations for the W.A. Franke College of Forestry and Conservation, I built the College’s first fully dedicated communications team, driving strategy while aligning goals with the University’s central marketing and communications team.

  • I grew communications from a team of one to four, providing leadership and building a cohesive content strategy aligned with academic priorities, enrollment goals and the College’s mission. I led academic, science and enrollment communications by translating complex research into compelling narratives, securing funding for a science communications initiative, revitalizing social media and targeted campaigns, and strengthening integration with central university marketing and cross-campus partnerships.

    • Increased engagement and follower growth across social media channels

    • Expanded local and national media coverage, amplifying the College’s visibility

    • Strengthened enrollment marketing with data-driven campaigns and compelling academic and science storytelling

    • Secured funding and recognition for innovative science communications initiatives

    • Established a sustainable, collaborative communications operation aligned with the College’s mission

  • Integrated Communications Strategy & Team Development; Academic & Science storytelling; Science Communications Coaching & Strategy;
    Social Media Strategy, Content Creation & Account Management; Enrollment Marketing & Paid Search Campaigns; Media Relations & Visibility Amplification; Cross-departmental Alignment & Relationship-Building