Selected Portfolio Samples
Strategic communications and content development for universities, healthcare systems, and public-serving institutions. This work focuses on translating complex missions, research, and programs into clear, credible, and accessible narratives across web, print, and executive channels — supporting enrollment, engagement, and public trust.
Core strengths: UX writing, information architecture, editorial strategy, stakeholder alignment
Audiences: Students, faculty, clinicians, administrators, public stakeholders
Formats: Web, print, long-form editorial, executive messaging
Focus: Clarity, accessibility, institutional credibility
Embry-Riddle Aeronautical University
Produced a wide-ranging body of digital and print communications for Embry-Riddle Aeronautical University, supporting enrollment growth through STEM storytelling, SEO-driven content, and program marketing. Collaborated with faculty researchers, Enrollment Management, and creative teams to translate complex aerospace, engineering, and research initiatives into accessible narratives for prospective students, families, and counselors.
Feature Profiles
- Long-form profile of an NSF Graduate Research Fellow examining safety and ethics in artificial intelligence.
SEO Articles
Top Engineering Careers and Salaries
- Search-optimized explainer aligning engineering degree outcomes with labor-market expectations.
Landing Pages
Undergraduate Research Scholars Program
- Program overview highlighting high-impact undergraduate research and faculty mentorship.
Guidebooks and Picture Books
Prescott College of Business, Security and Intelligence Flipping Book
- Program marketing guide developed as part of a coordinated SEO and feature-content campaign.
Flipping Books
- Recruitment-focused brochure positioning ROTC as a leadership pipeline within a top-ranked detachment.
Checklists and Manuals
- Operational guide supporting onboarding and regulatory clarity for incoming flight students.
Ads and Adverts
National Gay Pilots Association “Take Flight” Campaign
- Magazine advert promoting Embry-Riddle’s flight programs and industry leadership to LGBTQ+ aviators.
Magazine Copy
Admissions Magazine – Altitude(Fall 2025)
- University-wide magazine feature content spotlighting student achievement across academics and applied learning.
UC San Diego Health
Led a comprehensive suite of digital communications projects for UC San Diego Health’s Department of Orthopaedic Surgery, spanning site architecture, homepage and landing-page copy, SEO content, and executive messaging. Worked in close partnership with School of Medicine leadership, department chairs, faculty researchers, and external web vendors to translate complex academic, clinical, and philanthropic priorities into clear, audience-driven web experiences.
Website Overhaul
End-to-end content and structural overhaul to modernize the site’s visual language, navigation logic, and audience pathways.
- Rewrote homepage copy to anchor the site’s identity, balancing clinical authority, academic rigor, and visual cohesion.
Site Architecture & Navbar Design
- Designed a tab-based navigation system to consolidate complex program information without cognitive overload.
Landing Pages – Residency Programs
- Developed conversion-focused landing pages guiding prospective residents through program structure, culture, and outcomes.
Website Copy – Donor-Focused Messaging
- Developed philanthropic copy aligning departmental impact with donor values and institutional priorities.
Executive Communications – Chair Introduction
- Wrote a flagship leadership message introducing the new department chair, contextualizing her role within national and institutional history.
Todd B. Gruel 