Beacons of Light:
Career Advice Video Contest
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Project Overview:
To celebrate BYU’s 150th anniversary, the Business Career Center launched the Beacons of Light campaign: a video contest where upperclassmen shared career advice with underclassmen to inspire connection, confidence, and direction. I was tasked with leading the campaign’s visual identity, promotional content, and multichannel marketing strategy.
My Role: Digital Marketing Strategist & Content Creator
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Developed a full-funnel promotional campaign across social media, email, and campus materials.
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Created a cohesive visual identity aligned with BYU’s anniversary brand and student-centered tone.
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Crafted compelling content to inspire action, ultimately helping generate 200+ video submissions from across campus.
Impact & Results:
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200+ video submissions from BYU students
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Increased engagement across Instagram and LinkedIn during the campaign period
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High open and click-through rates on targeted email blasts
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Strong visibility across campus through posters and digital signage
Marketing Strategy Highlights:
1. Multi-Platform Promotion
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Instagram: Created reels, carousels, and story templates tailored to Gen Z preferences
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LinkedIn: Crafted professional post copy to attract attention from alumni and staff
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Email Marketing: Wrote concise, persuasive copy with clear CTAs and deadline urgency
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Print & Campus Presence: Designed visually engaging posters with QR codes linking to submission portal
2. Emotionally Resonant Messaging
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Centered messaging around legacy, mentorship, and student-to-student support
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Emphasized "celebrating student voices" to build pride and drive participation
3. Brand Collaboration
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Coordinated with the BCC team to ensure brand consistency across all platforms
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Integrated BYU’s 150th brand themes while keeping a youthful, motivational tone
