To strengthen Indiana University's national reputation, I pitched and developed the "Let's Go All In" campaign, collaborating with the designer and creative lead to refine the messaging and visual direction, and leading the first three rounds of creative by writing ad and landing page copy (https://tinyurl.com/mr3krp8a).

By the end of this multi-year initiative, IU climbed 13 spots for Best Public National University in the U.S. News & World Report rankings.