Brand & Community Engagement

Overview

Engagement is brand built one touchpoint at a time. Across the academic year, the Haslam College of Business speaks to students, alumni, donors, and the broader Knoxville community through dozens of moments — recruitment, scholarships, school spirit, and seasonal outreach. My role is to make sure each of those moments reinforces a single, recognizable, top-tier brand.

Challenge

When materials are produced reactively, a college’s voice fragments — different templates, tones, and treatments that quietly erode brand equity. The challenge was to give a high volume of recurring communications a repeatable system that protects brand standards while still feeling timely and human.

Strategy

I developed flexible, on-brand templates and campaign frameworks for the communications the college produces again and again — scholarship recognition, incoming-class engagement, spirit content, and seasonal outreach. Each system aligns with University and college brand standards so any piece, produced any week, reads as unmistakably Haslam.

Execution

• Created a scholarship recognition system (including the FirstGen Business Leaders Scholarship) that celebrates recipients while reinforcing the donor’s role in their success.
• Designed Signing Day and incoming-class materials that welcome new students and strengthen early affinity.
• Produced spirit-forward social content that connects the college to UT’s wider brand and its passionate community.
• Delivered institutional seasonal outreach — including the college holiday card — as a warm, branded community touchpoint.

Impact

The college now engages every audience through a coherent visual and verbal brand. Recurring communications are faster to produce and consistently on-standard, freeing strategic attention for the high-visibility initiatives that move institutional priorities forward.