CASE STUDY - 02
Editorial Platform & Content Systems
Led the launch and ongoing evolution of Leavey News, a monthly newsletter and editorial platform built to establish a consistent voice for the Leavey School of Business. Developed the full editorial strategy, designed and produced each issue, and grew the program into a scalable content engine that deepened community engagement and strengthened the school's brand authority across alumni, students, faculty, and partners.
SCOPE
Editorial Direction
Content Marketing
Brand Voice
Newsletter Production
Copywriting
The Challenge
Leavey School of Business had no centralized voice - no consistent way to reach its community, showcase its faculty, or build the brand authority the school deserved.
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Alumni and stakeholders had no regular touchpoint with the school
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Faculty research and thought leadership went largely unrecognized
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Marketing efforts lacked a content engine to support enrollment and rankings goals
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The school had no scalable system for producing or distributing content
The Opportunity
We built Leavey's editorial infrastructure from the ground up - creating a centralized content system designed to serve multiple stakeholders at once. By anchoring everything around a monthly newsletter with clear content pillars, elevating the Dean's voice through a dedicated video series, and establishing a repeatable production process, we turned a communication gap into a consistent, scalable brand channel.
Bringing it to Life
Defined a clear editorial framework
Established content pillars across faculty, alumni, and institutional stories—creating a clear structure for consistent, strategic storytelling.
Aligned content with marketing priorities
Developed stories to support enrollment, rankings, and brand positioning, ensuring content directly contributed to broader marketing and institutional goals.
Built a consistent cadence
Launched a monthly newsletter to create a reliable touchpoint, establishing an ongoing rhythm of communication with the Leavey community.
Elevated leadership voice through video
Introduced Business Matters, a monthly video series featuring the Dean, strengthening executive visibility and direct engagement with key audiences.
Prioritized visual quality
Established a curated, elevated editorial aesthetic across imagery, layout, and design—differentiating content within the higher education landscape.
Designed for scalability
Built a repeatable system for content production and distribution across email, web, and social channels at scale consistently over time.
Impact
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Built a monthly newsletter reaching 36,000+ subscribers, achieving a 53.8% average open rate and 19% click-to-open rate - well above higher ed benchmarks.
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Generated 301,955 total opens and 14,071 clicks across all campaigns
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Established Leavey's first consistent editorial voice, directly supporting enrollment, rankings, and brand positioning
User Growth
Increase in content views
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My Role
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Led the full editorial strategy, from content pillars and publishing cadence to brand voice and visual direction
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Designed and produced each newsletter issue end to end, including layout, imagery, and final production
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Regularly contributed original reporting and writing for each issue
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Sourced, edited, and shaped all stories in collaboration with a contributing writer to maintain a consistent publishing cadence
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Directed the Business Matters video series, overseeing creative direction, filming, and editing
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Managed distribution and audience development across CRM systems and channels