Missy Campbell

Hollins  University,  Class  of  'o1∙

 

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marketing & CommunicatioNs ASSOCIATE

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Consultant: MARKETING, BRAND & 

social strategIST

 

 

 
 
 
 
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// Hollins university SAMPLE brand auDit '18 //

 
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BRANDING + DESIGN

MY WORK

BRANDED IMAGES FOR SOCIAL MEDIA + SITE

samples

 
 
 
 
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HOLLINS STRATEGY

USE BRANDED SOCIAL MEDIA IMAGES

add an energetic font to social images + site

MY MOCK-UPS

 

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KEEP MAIN BRAND COLOR CONSISTENT

for favicon

use this

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instead of this

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WRITING

 

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TAPROOT MAGAZINE + 

CREATIVE COUNTRYSIDE

I'm a regular contributing writer + photograper.

An excerpt from my piece Cultivating Creativity
{Creative Countryside, Winter 2017}:
.   .   .   .   .   .

"Inviting peace where there's chaos. 
Welcoming frost, minute crystals. 
Telling stories (yours too) 
every day. 

Cultivating creativity
where, 
when
the ground is frozen. 
Inspiring growth there, 
In ourselves, in others."

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creative c'side

MY RECENT IN-PRINT-ONLY ARTICLES...

 

 

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GROW Taproot
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spring salads

 

writing sample

 

{Olga Dossa of Peaceful Mothering interviewed me on September 15, 2016 for her website.}

Inspiring Peace – Conversations with Wise Women –

Missy Campbell from Taste of Simple



 

Olga: What was the catalyst that inspired you into mothering the way that you do?

Missy: My mom. My imperfect mom. She loves like few can, that forgiving, forgetful kind of love. If that’s all she’s done right, it turns out it’s enough. I’ve learned everything I know from that one simple thing—a mother’s love, even when it’s messy.


 

Olga: If you could tell a new mother just one thing that would make her journey of parenting more joyful, what would it be?

Missy: The one sight I keep and have faithfully kept my eyes on through my mothering journey is the knowledge that I’m raising a friend, that I’m loving someone into being the kind of person I enjoy meeting on the street, running into in my favorite shop, or having over for an afternoon, the kind of person that most anyone would love to meet or run into or welcome into their home, because he (who used to be our rambunctious 5-year-old) has learned to cultivate friendship and kindness through those years of practicing on us and with us.


 

Olga: How do you honour your femininity as a mother?

Missy: Both staying home with my kids for a day of homeschool and teaching a real-food class in town, warrant dressing with an elegant simplicity. A well-thought-out wardrobe that makes getting ready easy gives me the simple beauty I like without a lot of effort. I’m proud to be a woman. I’m proud to be a mother. I’m proud of my shape. I like to look nice even if no one but me will see me.


 

Olga: What are your non negotiables for your own self care?

Missy: (I came up with this list during one of my low points. It’s held true through the best of times, too.)

     The Sacred Seven:

  • my marriage        

  • our intimacy

  • my mothering

  • real food

  • abundant sleep

  • yoga + walks

  • simple beauty

To engage fully in all of these things, allows me to maintain my well-being. In difficult times, to engage in only these things allows me to restore it. It took me 15 years of marriage and 14 years of mothering to actually be able to name my needs. Be patient with yourself. Learn what makes you well. Then do those things every day without compromise.


 

Olga: What is one practical thing you do on a daily basis to make your daily life run more smoothly?

Missy: Simplify, simplify, simplify. (my thanks to Thoreau) Since my first days as a mother, I said no to excess toys, clothes and stuff. I even wrote our extended family a friendly letter, and they listened. Now, with a teen, a middle schooler and two little guys, this helps us stay calm and get along (better). We’ve decided to not be too busy to slow down. Keeping it simple keeps the peace better than any kind of scheduling or organizing I’ve tried.


 

Olga: How important is rhythm in your life?

Missy: The day I became a mother is the day I became a yogini. Through the tired dreaminess of having just given birth, I saw myself as a yogini. The minute I could roll myself off the bed I began my yoga practice. I did some rusty, half version of the yoga routine I’d dreamed up. That was 5,063 days ago. Every morning since then I’ve shown up and done the routine. It’s the heartbeat of my days.


 

Olga: Finish these sentences:

I am happiest when:

Missy: the people I’m responsible for are well, the kind of well that stands up to the regular, to-be-expected bumps and bruises of life.


 

Olga: Love is:

Missy: honest.


 

Olga: My greatest wish for my children is:

Missy: depth of roots and breadth of wings.

I borrowed this from von Goethe. The original goes:

“There are only two lasting bequests we can hope to give our children. One of these is roots, the other, wings.”


 

Olga: What does being a peaceful mother mean to you?

Missy: With respect, comes peace. Show respect. Gain peace.

Okay, it’s not that simple. But in the big picture—in 14 years of mothering—respecting four little people has earned us a lot of peace. To me, being a peaceful mother means pouring out respect like there’s an endless supply of it. It means giving my full trust and demanding complete honesty in return. It’s not always smooth (living never is, and maybe less so with small people) but shooting for 80% peace/20% other, measures up to near perfection in real life with kids.


 

About Missy:

Missy Campbell lives, homeschools and grows fruit, flowers, and veggies in Kentucky, US with her clan of a half dozen. Around town she photographs, prepares, talks about, eats and shares the delicious edibles that thrive within ninety miles of her home. At home she practices patience and refines calm while trying to raise four friendly humans she can confidently send out into the world. Connect with her on Facebook, Instagram, Pinterest + Twitter. She blogs the praises of slow food, slow home and slow beauty at tasteofsimple.com.

 
 



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PHOTOGRAPHY

 

find

MY

WORK

HERE

oN

 
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SOCIAL STRATEGY

CLEAR PURPOSE, BRANDING + MESSAGING

 
 

HOLLINS' AUDIENCEs

which social media to use to reach them

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facebook

 
WHY
  • Advertising
    • Because ads can be tracked so easily from view to click, Facebook is a great place to start with advertising. I grew my page from zero to 1,000 in a few weeks using affordable, targeted ads.
  • Audience
    • One billion people are on Facebook, including most (if not all) of your target audiences. They can reached through strategic actions and being certain of your page's purpose.
HOW
  • Optimize Page
    • Creating an energetic about section tells your brand story. Add a bold button with a clear call to action below the cover image, making sure prospectives and donors know exactly how to get in touch with you; e.g. learn more or call now. Send message is always there so it's best to add another, more enticing, way to engage.
 

 

INSTAGRAM

 
 
 
WHY
  • Engagement
    • Instagram continues to be the social medium with the highest engagement rate. Hovering around 12%, it's a wonderful way to get in front of and stay top-of-mind with your audience.
HOW

Click to see how hashtags work

  • Beautiful Images
    • Well-thought-out images that tell a brand's story stand out in the feed.
    • Keep branding logo and post style and color consistent.
  • Hashtags
    • When used strategically, these little keys are great ways to get found by new people in a target market.
    • Keeping an organized list for my typical post topics makes using hashtags consistently, and getting noticed, simple.
 

 

pinterest

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HOLLINS NEEDS TO SET UP + USE PINTEREST

mock-up

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WHY
  • Website Traffic
    • Pinterest is a search engine not a social medium. Posting pin-worthy images to your site, optimizing their titles for search engines (including Pinterest) and pinning the images to relevant boards in your account, will increase visibility of your brand significantly. Let's be the first college to use the power of Pinterest.
HOW
  • Get Started
    • No other medium has the large, yet targeted organic reach that Pinterest has. As you can see, a lot of people will see your content. (The viewers on my account are up to 291,000 per month—with less than fifteen minutes per week devoted to pinning.)
  • Gather Content
    • Strategic boards filled with rich content attract your target market to your site. The front-end setup can take quite awhile, but the momentum is expontential with all the right pieces in place.
 

 

TWITTER

 
WHY
  • Prospectives
    • Young people love the simplicity of Twitter. It's a go-to social medium for the prospective student audience.
HOW
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  • Branding
    • Use a header image that tells your brand story to appeal to your wide-ranging target markets.
  • Tweet Hollins' Beauty
    • Share quotes from books written by Hollins alum—weekly, daily—to remind us how awesome Hollins women are and have always been. Alternate text-only quotes with branded quotes like this:
 

 

bonus: facebook groups

 

{My Facebook group of 3000+ members allows us to continue the conversation in a safe, close-knit community where members can feel at home, and everyone benefits from every question that's asked and answered in a way that only Facebook groups provide.}

 

mock-up Hollins Facebook Group

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WHY

  • Organic Reach
    • Facebook favors groups (because of the community aspect) over pages and shows group content in newsfeeds more than 500% more often than page content. Having an active community group on Facebook allows members to feel like they are part of an exclusive group (which they are) and allows you to communicate with them on a personal level.
  • Market Research
    • Facebook groups are the best place I've found to do market research. In groups, because people know they are in a community of like-minded people, discussions are genuine and open. People commune around a single topic and ask their questions, uninhibited.

HOW

  • Create a Group
    • Sample group name: Hollins Prospectives and Parents
      • Asking prospectives to join the group in a follow-up email after they request information, would allow you one more intimate way to stay in touch with them and allow them to feel like they are already part of the community long before enrolling in Hollins.
 

 

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Website strategy

FUNCTION FIRST, BEAUTY SECOND

 

 
 

Hollins REQUEST FORM

 

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  • Needs to be streamlined and simple.

 

  • Remove all nonessential fields (middle name, additional phone number...).

 

  • Make it foolproof.

 

  • Every superfluous field is a deterrent to hitting that submit button.

 

  • Required info is not clearly marked with an asterisk. Error message :(
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Homepage

Needs to Tell—Clearly:

  • who you are
  • what you do
  • how you can help them
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IMPROVEMENTS

 

  • Homepage goal: be effective

 

  • Simplify layout, navigation and footer.

 

  • Leave whitespace. Big blocks of color lack fluidity.

 

  • Add an Admissions blog that answers FAQs in a fun way. Regular site updates (like a blog) improve your ranking in Google searches.

 

  • Make sure every page is intuitive. (e.g. Major/Minor page could be more at-a-glance.)

Goal: value-rich—with clear calls to action

 

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EMAIL MARKETING

+ NEWSLETTERS

IT'S ALL IN THE FOLLOW-UP

{and beautiful templates}

 
 

CREATE A PROSPECTIVE ONBOARDING SEQUENCE

get them engaged

Rather than just a single email, send a series. (When signing up as a faux prospective, I wish I'd seen more of Hollins' beauty in my inbox. But, no, just one lonely email.)

 

Ideal:

  1. 1 welcome email (The current one is below.)
  2. 2 more emails that week, reaching out to them and answering common questions, making personal connections
  3. 1 email/week for two more weeks
  4. 1 email/month to stay top of mind and give value

No college, I've found, is doing these things to nurture prospectives. It can be simple and automated. Be the first one to make a personal connection.

 

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to improve the current email:

Give them 1-3 things to click on, max.

(Too many choices will leave them doing nothing.)

Have a less blocky, more flowing design.

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MY EMAIL CAMPAIGN STATS

 
 
 

'17 INDUSTRY AVERAGE

open rate: 15.28%

click-through rate: 2.43%

MY STATS: '17 AVERAGE

open rate: 56.4%

click-through rate: 20%

 
 
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MARKETING

CONNECT, RECONNECT + RETARGET

 
 

HOLLINS STRATEGY

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SIMMONS'

AD

lacks a story

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MY MOCK-UP

AD

tells a story

 
 
 

Target your ads to your ideal customer.

 

MY NATURAL HAIRCARE AD

ran on soulemama.com {feb-mar '18}

This ad design attracted 70 new leads for the shampoo-free (no 'poo) natural haircare online course.

 
 

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CONCLUSION

3 WAYS HOLLINS CAN REALLY STAND OUT

1

SOCIAL PROOF

we need

  • beautiful, informative, well-followed social media accounts
  • to share Hollins' magic with a wider audience through more opportunities in the news and through speaking engagements to establish Hollins' credibility as the best women's college

2

WEBSITE CLARITY

we need

  • an uncluttered website that's a breath of fresh air
  • every webpage to be clean and have a definite purpose—and serve that purpose
  • a clear message that we are a confident, solid women's college and we know who we serve 

3

EMAIL MARKETING

we need

  • personal connection with new prospectives through a welcoming follow-up email sequence that asks them to engage with us in small ways right away
  • more-branded, elegant email campaigns that represent the Hollins with rich traditions and the Hollins that's up-to-the-minute

 

 

(after requesting information from and doing a quick website and social audit of seven women's colleges):

the 30,000 foot view
 

At first glance, and through the entire process, Hollins needs to be the best. Based on what others are doing, I think this is possible. From the moment someone finds us in a Google search, to the moment they land on hollins.edu, to requesting information, through filling out the form and to the nurturing, personal emails that land in their inbox, the experience needs to be seamless—and welcoming: A beautiful, engaging path home—to Hollins.

  • The women's college uses imagery and language that shows, confidently, what it does and what it stands for.
  • The women's college has a clean, no-confusion website. Visitors know exactly how to get to and what to do on every single page.
  • The women's college sends beautiful emails and goes out of its way to make personal connections in each one.
 

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These are some ideas to help improve higher-education marketing. In person, I would love to present an integrated communications outline for Wells.

 

In service,

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Hollins University Class of '01

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what I'm reading

I Contain Multitudes | Ed Yong

The One Thing | Gary Keller & Jay Papasan

The War of Art | Steven Pressfield

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project management 

Asana

Bullet Journal

RescueTime

Trello

 

 

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Other skills

Adobe Suite

Data Analysis

Google Analytics

Microsoft Suite

 

 

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my sTRENGTHS

Leadership

Reliability

Self-Motivation

Work Ethic


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