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SHIREEN AFKARIUniversity of California, Davis

Psychology (B.A. 2016), Professional Writing and Communication minors

City News Reporter and Associate Editor & Newsletter Manager, The California Aggie Newspaper

Philanthropy Chairman, Davis Collegiate Panhellenic Association

Research Assistant, Center for Mind and Brain

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CONTENTS

SLIDE 3 WEBSITE REDESIGN & OPTIMIZATIONSLIDE 5 NEWSLETTER DEVELOPMENT & EDITSSLIDE 12 INFOGRAPHIC CREATION & PROMOTIONSLIDE 14 SOCIAL MEDIA MARKETING & STRATEGYSLIDE 16 REFERENCESSLIDE 17 PORTFOLIO CHANNELS

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UC DAVIS SUSTAINABILITY

WEBSITE REDESIGN

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CHALLENGEThe UC Davis Sustainability Department, an on-campus organization, had a website that included tremendous amounts of text, little or no visually appealing photos and graphics, redundant navigation, and outdated text.

The overall goal was to create a more visually appealing site by reducing text, adding more engaging photos and graphics, and simplifying the navigation in order to allow the audience to navigate towards their interests and goals more efficiently.

SOLUTIONRedesigned the website by providing recommendations focused on a specific tab, “Campus Progress,” which also included eight sub-tabs.

Developed a project plan, which outlined the research, analysis, and editing process.

Provided a preliminary analysis of the websites’ purpose and audience, and an evaluation of its current strengths and needs by conducting a usability test.

Described editing objectives and expected deliverables through recommendations and examples for edits across content, style, organization, visual design, and navigation devices.

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BEFORE AFTER

Implementations & Suggestions: • Less text, more visuals, simpler navigation• Subsection links instead of chunky text boxes• Highlight progress with “Where are We Now” vs. “Find Out More”• Added timeline which gave a sense of headway• Simplified content and format thereby making it easier to update with new information• Presented key ideas using sections and images• Link to information using captivating titles and synthesize the main point of each subsection

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THE CALIFORNIA AGGIE

NEWSLETTER STRATEGY

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CHALLENGE

SOLUTION

OUTCOMECreate the first weekly newsletter for The California Aggie, UC Davis student-run newspaper

Develop a listserv from scratch and organically increase number of subscribers

Segmented lists based on behaviors from past email engagement and website interactions (content downloads, site page visits, etc.)

Measured results and optimized these segments in order to strategically choose and highlight each weeks’ top stories

Managed various email campaigns, including the template designs, calls-to-action, and content used in newsletter blurbs

Collaborated with graphics team to create a subscription graphic to promote on the website, newsletter, and social media

Increased subscribers by approximately 150% within the first two months

Increased average click rate from 12.9% to 84.7%

Increased average open rate from 69.2% to 89.3%

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THE WEEKLY BIT

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WRITING SAMPLESTHE AGGIE

https://theaggie.org/city/

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UC DAVIS STUDENT HEALTH & COUNSELING

SERVICES

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CHALLENGE

Persuade UC Davis students to acknowledge mental health risks and remind our target audience that common student life behaviors, such as poor diet, lack of sleep, binge drinking, and lack of exercise can soon turn into dangerous habits

Reach out to UC Davis students to bring awareness to overall well-being and mental illnessAccurately present significant information in a concise and aesthetically pleasing manner

SOLUTION

Included statistics about disastrous outcomes of poor mental health–including suicidal thoughts, anxiety, and poor academic performance to emphasize its importance

Made statistics pop out with appropriate symbols and graphics to represent data

Prioritized information in a way that captivated the audience so that they would continue reading and truly understand the importance of mental health

OUTCOME

INFOGRAPHIC

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TIDES:

Vision, Mission, and Approach Strategy

Redesign

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ChallengePromote Tides’ new image through various social media platforms, such as Facebook, Twitter and LinkedIn, and the website

Create a consistent brand image

SolutionCollaborated and effectively communicated with the strategy, development, and client services departments to brainstorm a marketing strategy

Launched annual report on social media sites and created a social media schedule for each day of the week to promote Tides’ revamped image

Conducted and reported brand audits on approx.150 non-profits represented by Tides, known as “Projects of the Tides Center”

OutcomeCreated a consistent brand logo represented on the websites of each of Tides’ projects

Increased Twitter followers by 70% over three-month period