shorelight
shorelight is a global education marketing company that helps international students apply to and succeed at US universities.
audience included ESL students + parents — we help them choose a university, apply, get a visa, arrive, acclimate, and graduate successfully.
i was the content lead for the marketing team, managing ux, marketing + editorial projects for 20+ high-touch client universities, internal stakeholders, and a global sales team. oversaw copywriters + hired freelance stable.
ux writing + content management
collaborated on ux writing with design agency + managed content coordination for templatized web build (20 schools x 3 grad levels). project included massive data collection, content creation, and salesforce/contentful sync or manual entry (gasp!) of 10,000+ field inputs — including majors/minors offered, application deadlines, housing options, tuition rates, city info, student success stories, and more.
view all universities + colleges “school at a glance” pages on shorelight.com >>
Shorelight University Cards
editorial
launched new seo-driven student-first content program to align with business and university needs—testimonials, lead gen, student advice, and university profiles. teamed with internal stakeholders and campus staff to develop content strategy and publishing cadence. researched, developed, wrote, edited, assigned, and published content in line with planned calendar and ad hoc needs. analyzed traffic and mined internal data to develop new content and improve existing. hired freelancers and mentored junior copywriters.
Mental Health Advice for International Students
The mental health impact of COVID was felt by all of us. The international student audience was even more susceptible, given the added stressors and challenges of being a non-native speaker, homesick, culture shock, and even xenophobia. I interviewed campus staff, students, and an psychologist/SME about specific advice for the audience.
Read “Mental Health Advice for International Students” on Shorelight.com.email campaigns + demand gen
20+ schools with undergrad, grad, and ESL tracks required getting template lean on lead gen. worked with demand gen team to develop email campaigns/testing options for each client school.
b2b marketing + sales enablement
worked with ux developers and agency on new b2b launch. content, ux, headlines, more.
us news global education
shorelight built a demand-gen partnership with us news & world report, the leader in us college rankings. managed freelance stable, led ux writing + content for usnewsglobaleducation.com domain, blog + marketing campaigns.
print collateral
college fairs, global markets with spotty wifi in rural regions + non-techy parents mean, yes, shorelight had to produce a lot of paper.