Strategic Communication Practicum
Applied coursework focused on real-world communication strategy, audience insights, and message design
This practicum portfolio highlights four applied communication pieces, each designed to strengthen a different part of my strategic skill set. Together, they demonstrate my ability to analyze audiences, tailor messaging to platform norms, build targeted ad strategies, design internal communications, and write high-stakes crisis responses.
Work Included:
Platform Strategy Analysis - a comparison of how different social media platform norms and audience expectations shape content strategy, through the analysis of Duolingo
Event Advertising Strategy - an ad targeting plan for a Bienen School of Music student showcase including target segments, messaging, creative direction, and placement recommendations
Internal Newsletter Design - a newsletter focusing on clarity, tone, and visually engaging layout
Crisis Holding Statement - a concise, audience-appropriate holding statement written in response to a Maclaren product issue scenario
View Section Summaries Below
Overview
Platform Comparisons
How platform norms shape message design
About
This assignment compares the various social media platforms used by Duolingo to understand how platform design influences content strategy. In this section, I analyze each platform’s goals, audience expectations, engagement patterns, and messaging norms, then outline how strategic communicators should adapt their tone, visuals, and format to succeed on each.
A strategic advertisement for a Bienen student music showcase
Ad Targeting
About
This project required building a targeted advertising plan for a live performance event. I selected targeting parameters, crafted ad messaging, and recommended placements tailored to Northwestern student segments.
Newsletter Design
Improving clarity, flow, and readability in internal communication
About
For this segment, I designed a newsletter with a focus on visual hierarchy, clarity, and engagement. The goal was to create a newsletter that could be quickly skimmed while still capturing key updates, event reminders, and organizational wins.
Holding Statement
High-stakes message development in response to a Maclaren incident
About
This assignment involved drafting a crisis holding statement after a reported issue with a Maclaren stroller in 2009. The goal was to write quickly, clearly, and responsibly—acknowledging the situation, expressing concern, and communicating next steps while the organization gathered verified information.
