Pearson

The Brand

Pearson is a global leader in learning and publishing, partnering with universities like Maryville to build and support online degree programs. Pearson helps higher education institutions expand access, enhance learning experiences, and deliver high-quality programs that meet the needs of to day’s digital learners.

The Challenge

For schools like Arizona State University and Maryville University, we built marketing programs that authentically connected with students—humanizing online learning through real stories, peer voices, and community-driven engagement that built trust and inspired enrollment.

Creative Strategy + Performance Marketing →

Arizona State University Online

I developed channel-specific content strategies to attract and engage prospective students across every stage of their decision journey. Backed by targeted paid media, these campaigns balanced performance and storytelling, driving traffic to request more information about degree programs while nurturing interest through inspiring, student-focused content.

Content Strategy →

Maryville University Online

Maryville University set out to inspire working professionals to take bold steps toward career advancement through its Let’s Be Brave Together campaign. By highlighting innovation, technology, and community, the campaign positioned Maryville as a small university making a big impact, empowering learners to elevate their potential and transform their futures through education built for the modern world.

Let’s Be Brave Together

For Maryville University’s Let’s Be Brave Together campaign, I designed an annual editorial plan structured around key emotional pillars that guided storytelling throughout the student journey on social media.

Each quarter focused on a distinct theme—Inspire, Empower, Encourage, and Elevate—to connect meaningfully with current and prospective students already in the workforce. Our goal was to align degrees and career possibilities with innovations from everyday life.

Seasonal Campaign + Content Strategy →

Throwback to School

Millennials largely make up Maryville’s target audience. Operating as both the Creative Strategist as well as the Lead Copywriter on this project, we created a social campaign focused on how nostalgic Millennials are for 90s culture. The goal was to position Maryville as a fun and relatable university while simultaneously driving engagement and education for the school’s many program offerings.

Results

Historic organic engagement numbers for across four separate channels.

Brand Ambassadors →

#BraveU

Complementing Maryville’s Let’s Be Brave Together campaign, the #BraveU brand ambassador program helped position the brand as the Brave University through firsthand student testimonials, motivational tips, faculty guidance, and in-depth program spotlights.

I interviewed ambassador candidates, audited their social profiles, and armed them with individual briefing packets and personalized prompts so they could create the best possible content for their fellow students. These actications took the form of:

• Instagram Lives
• Story Takeovers
• Reels
• Blog Articles