MORE LIKE ME
A Proposed Communications Campaign for Pennsylvania’s Independent Colleges and Universities
Communications Strategy • Campaign Development • Public Policy Communications • Audience Engagement
I originally developed More Like Me in 2023 as a final-round candidate exercise for a communications position with the Association of Independent Colleges and Universities of Pennsylvania (AICUP). I substantially expanded the proposal in 2026 to demonstrate a comprehensive approach to strategic communications planning.
The campaign addresses a persistent perception problem: the assumption that independent colleges primarily serve affluent and privileged students. Its principal audience is Pennsylvania legislators and legislative staff whose understanding of independent higher education can influence public policy.
The central concept connects individual student stories with credible statewide evidence. Each story would illustrate a larger population of students pursuing educational opportunity, while demonstrating the contributions of independent colleges to Pennsylvania’s communities, workforce, and economy.
The plan includes audience research, message development, partnerships with member institutions, implementation strategies, risk management, and methods for evaluating the campaign’s effectiveness.
This project demonstrates my ability to identify a communications challenge, develop a memorable organizing idea, and build a coordinated strategy connecting human stories, evidence, and organizational objectives.
Portfolio note: This is a proposed campaign, not a commissioned or implemented AICUP initiative.
