Welcome! Here’s some of my work. While there are some confidential things I cannot highlight, here are some public things I can.
You’ll find examples of work in: Publications/Campaigns, Content Systems and Documentation, as well as Editorial Voice and Design (with emails and socials).
All featured work is publicly available and credited appropriately. No confidential materials are shared.
Publication & Campaign Strategy
I’ve managed high-profile research publications from outline to launch — shaping content, coordinating stakeholders, directing visual layout, organizing feedback, developing pitching strategies, and executing the release. Across each report, I ensured the insights were sharp, the assets aligned, and that we worked on a strict timeline.
All reports are for Tyton Partners.
Featured Publications
Listening to Learners 2024
3,000+ student and faculty survey responses, national media attention. Research conducted and written by Tyton consultants.
– Built a fully interactive web experience in place of a traditional PDF, inserting content myself and collaborating with web dev to create tools
– Translated insights into clean, actionable sections for online navigation
– Led collaborative design and content review across internal and partner teams
Time for Class 2024
Report details the use of digital learning tools and how these innovations continue to improve access and flexibility in current online, hybrid, and in-person learning environments. Research conducted and written by Tyton consultants.
– Wrote and distributed press release, developed press kit, and executed release
– Built launch plan: timeline, communication check-points, landing page, emails, LinkedIn ads, social copy, influencer briefing, etc.
– Coordinated internal SME input, edits, and vendor timelines
Additional Publications
Time for Class 2023, 2022
Driving Toward a Degree 2024, 2023, 2022
Paying for Choice 2024
Choose to Learn 2024/2025, 2023
Key Learnings from VocTech Market Activity (Quarterly Reports)
The Jobs Frontier 2024, 2023
Content Systems & Documentation
Knowledge Center
GuideCX
Self-serve help center for customer onboarding and product education
– Ghostwrote the majority of articles during initial build-out in 2021–2022, including technical walkthroughs and onboarding FAQs
– Reorganized the site’s structure and taxonomy to reduce support tickets and enable scalable documentation
– Created internal templates and systems to support future content updates by the product and customer success teams
Note: Though credited to other authors, much of the current content remains as originally written during my tenure as I ghost-wrote to help position these executives as thought-leaders.
Internal Editorial Guides and Messaging Frameworks
Tyton Partners
I created and helped shape brand voice guidelines, press release templates, and copy tone standards.
– Created an official Messaging Framework document that outlined:
– Brand pillars
– Value propositions
– Tagline
– Company descriptions (short and long)
– Company tone and voice
– Specific rules for keywords, spelling, and grammar for editorial
– Gave junior team members tools to draft stronger content
Editorial Voice & Design
Skiing in Utah is So Crowded, Here’s How You Can Win the Day
Personal Blog
Listening to Learners 2024 – Carousel Ads
Tyton Partners
Design: Graphics were made with Canva. I wanted to simplify the complex research to make it easily digestible and intriguing while mimicking publication branding. Ads used infographics and short sentences emphasizing key findings from the research.
Audience: Executives in higher education (refined specifically in LinkedIn).
Strategy: Created 10+ ad variants using data points from Listening to Learners research to connect to different sub-audiences to diversify the ads, which increased their conversion rate dramatically compared to previous years.
Email Newsletter
Maloca Sound & Wellness
– Background color
– Image header relevant to the subject matter
– The use of bullet points
– Headings
Before
After
Organic Social Media
Maloca Sound & Wellness
I’ve been supporting Maloca Sound & Wellness’s social media strategy, aiming to increase engagement activity before the September retreat. This has included:
– Editing videos to be engaging content for Instagram Reels and TikTok
– Establishing standard hashtags, while also doing research on new hashtags and keywords
– Diversifying post types and content to test for engagement and work with algorithms
Coming soon!
Looking for something specific? Email me. belle.ferro@gmail.com.