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Foster a lifelong connection between the current student body and Mizzou’s global alumni network while maintaining the prestige of the university’s premier leadership board.
Human Truth
Tradition provides the foundation for belonging. Students want to be part of a legacy that honors those who came before them while seeing a clear, aspirational path for their own future success.
Strategy
We build community by honoring the past and highlighting the present. We showcase thriving student and alumni success and spotlight the prestigious work of our members to foster a sense of belonging.
Role
Vice President of Public Relations
Client
Mizzou Alumni Association Student Board (AASB)
Audience
32,000+ current students
370,000+ alumni worldwide
Metrics
1M+ Instagram account views in 2025
University Tradition Bookends
We are the stewards of Mizzou’s most sacred rituals: from their first steps at Tiger Walk to the final farewell of Senior Sendoff. We flood social channels with students running through the columns hop on high-velocity trends like the "Hozier yell" or "Minecraft parkour" to welcome them into the Mizzou story or celebrate graduates.
Honoring Student Excellence
We execute a coordinated campaign of mystery and prestige to build anticipation for the university’s premier student honors. This strategy utilizes hype videos, teaser graphics and 200+ personalized assets to drive campus-wide engagement, culminating in the reveal of 57 recipients on Traditions Plaza.
The Internal Pulse
We humanize the board through trend-forward content and data-driven storytelling. The “Meet AASB” campaign utilized Eras Tour and yearbook-inspired branding to reposition our leadership board as an approachable student community, while “AASB Wrapped” graphics transformed institutional milestones into shared celebrations of belonging, Spotify-style.
Sustained Spirit
We bridge student spirit with alumni pride through Homecoming and SEC game-day traditions like Football Fridays. Beyond planned campaigns, we maintain a high-speed cultural pulse by executing rapid-response edits on trending sounds and viral phenomena: from "Taylor and Travis" moments to emerging TikTok audios.
Strategic Recruitment Intake
We lead an intensive, multi-phase recruitment effort that resulted in a post-COVID record of nearly 200 applicants: effectively doubling the previous year's numbers. Through a strategic rollout of information session promos, graphics and reels, we achieved a high-conversion funnel where the majority of applicants cited Instagram outreach as their primary reason for applying.
For All True Tigers
We transformed tradition into a scalable tool for belonging, bridging the gap between 32,000 current students and a global network of 370,000 alumni. We proved that a legacy remains powerful only when it is intentionally honored and strategically amplified: a strategy that generated 1M+ Instagram account views in 2025, more than tripling the previous year's reach during my term.
In collaboration with:
2025 AASB Executive Board: Bhushan Sreekrishnavilas (President), Casey McVey (VP Internal), Roberta Morales (VP External), Molly Gibbs (VP True Tiger Network), Maggie Alexander (VP Traditions)
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