The unm bookstores
Course Materials Access Marketing Campaign
Introduced in 2025 after more than a year of development, Course Materials Access is UNM’s new model for delivering required course materials to undergraduates. Affecting more than 20,000 students and dozens of academic units, the program required a clear, unified communication plan to ensure transparency and understanding across campus. I led the full communication and marketing strategy for this rollout, building the program’s identity, developing all messaging and visual assets, managing the website, and coordinating outreach across campus partners.
2024 – LAYING THE FOUNDATION
The work for this program began in March 2024 with a campus-wide effort to gather insights and better understand student and faculty needs. I prepared a series of presentations introducing the concept of Equitable Access to campus partners.
I also created a comprehensive survey to collect feedback from both students and instructors. I organized and analyzed the results, building clear data summaries and presentations for university leadership that helped guide the direction of the program. With this foundation in place, the university confirmed that an Equitable Access program would officially debut in Fall 2025, branded Course Materials Access.
2025 – CAMPUS ROLLOUT & MULTI-CHANNEL CAMPAIGN
As the university prepared to launch Course Materials Access, I led the development of an eight-month communication and marketing plan spanning January through August. This included coordinating messaging for faculty and staff, building outreach for incoming and returning students, creating the program’s website, producing social and email campaigns, supporting town halls, and designing in-person materials for campus events.
A key early step was establishing a cohesive visual identity for the program’s three tiers: Complete, Select, and Opt-Out. I developed a unified set of icons, colors, and layouts that became the foundation for all campaign assets, ensuring clarity and consistency across every channel.
Working closely with a steering committee of campus partners, I ensured that every audience received clear, accessible, and consistent information leading up to the launch. The following sections showcase key components of the campaign and the work I produced for the Fall 2025 launch:
Town Halls & Presentation Support
Throughout 2025, I prepared slide decks and visual materials for numerous town halls and information sessions held for faculty, students, and campus partners. These presentations played a key role in explaining the program, addressing questions, and aligning messaging across departments.
Animated Explainer Video
One of the centerpiece assets of the rollout was a full animated explainer video created entirely in-house. I wrote the script, developed the visual style, illustrated characters, storyboarded the sequence, and animated the final piece in After Effects. The video provides a clear, accessible overview of the program and visually explains how the three tiers function.
Website
I developed the Course Materials Access website, from content strategy to page design and structure. Working closely with the Course Materials department, I created clear explanations of the three tiers, comprehensive FAQs, step-by-step opt-out instructions, and dedicated resources for faculty and students.
Press
To extend communication beyond internal channels, I wrote press releases and secured an ad in the Daily Lobo, helping reinforce accurate messaging and broaden the program’s visibility ahead of the Fall 2025 launch.
Social Media
I partnered with the official UNM account to promote the program through a dedicated carousel, expanding reach beyond the bookstore’s channels. I also organized pinned story highlights to give students a quick, accessible reference for program details. Once the program launched, these highlights were used to remind students of key deadlines and direct them to the website for next steps.
In-Person Outreach
In-person outreach played a key role in introducing the program to new and returning students. During New Student Orientation, all incoming freshmen and their families visited the bookstore for a dedicated presentation, and I created a handout card featuring an overview of the program along with a promotional coupon for all of them. For Welcome Back Days, I produced a full suite of printed materials, including flyers, handouts, and posters, to support tabling efforts and reinforce key deadlines.
Launch Communications
To support the program’s official launch, I developed a coordinated set of communications across campus. I wrote and designed each message, creating a sequence of announcements, deadline-based reminders, and support-focused emails that linked directly to the program’s website for clarity. I also designed digital boards displayed in key university buildings to ensure consistent messaging across touchpoint.
For such a significant change to the university’s course materials model, the rollout was notably successful. The coordinated, multi-channel campaign helped students, families, faculty, and staff understand the program.
This project strengthened my ability to lead large-scale, multi-stakeholder communications and to create clear, accessible materials for diverse audiences. It also reinforced the value of consistent messaging across channels and the importance of building a strong visual identity early in the process.
