WHAT I PROVIDE
STORYTELLING
I have a passion for helping mission-driven brands tell stories that inspire action. I write copy for news stories, press releases, newsletters, reports, content marketing, landing pages, web pages, campaigns, social media, and internal communications materials.
COMMUNICATIONS STRATEGY
A seasoned communications professional, I develop communications strategies built on authenticity, integrity, and trust. I have experience with message strategy, content marketing, brand positioning, donor communications, media relations, employee communications, and crisis communications.
If you’re interested in any of the services listed above, please get in touch today.
WORK SAMPLES
Below are projects developed for Golden Gate University, University of San Francisco, and Wired Magazine online. The below samples showcase on-brand storytelling and digital content that communicates a distinctive institutional identity to target audiences in support of strategic goals.
INSIDE THE BATTLE OFÂ HOTH
Wired
Wired Magazine's Star Wars feature from April 2013 included an online-only analysis of the Battle of Hoth. I served as project manager and led collaboration between a national security reporter and a team that included an illustrator, interactive designer, and UX director. Together this team developed a chapter-by-chapter analysis of the attack in Empire Strikes Back. The collaboration process, infographics, and UI resulted in 40k Facebook likes, 500k page views, and 400 comments.
For the 20th anniversary of Wired Magazine, the publication developed an encyclopedia format review of the past 20 years, featuring over 70 stories about people, companies, and ideas that had defined those decades. I served as project manager for the web issue and led the team in developing ideas for an information architecture that allowed users to find content in a number of ways, using sorting and filtering. The landing page received over 15,000 page views.
JENNY MCKEEL
Marketing and Communications / Writer & Editor/ Content Strategy
Over 15 years of experience developing communications strategy and writing content.
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Wrote email and newsletter content that contributed to increasing alumni pageviews 250% and giving pageviews 700%.
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Led the development of Golden Gate University's newsroom and wrote newsroom profiles and content marketing pieces.​
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Wrote all undergraduate academic pages, primary destinations for key audience, for Mills College public website redesign
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Led content development for the Mills College internal website redesign, and developed strategic information architecture
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Soft Skills: experienced in building strategic relationships; passion for editorial and digital innovation; strong analytical skills with attention to detail; excellent oral, written and presentation abilities; skilled at balancing the needs of multiple constituencies; decisive; highly organized
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MFA, Creative Writing, Ohio State University, Columbus, OH
BA, Sociology and Women’s Studies, New College of Florida, Sarasota, FL
October 2022-Present
ASSISTANT DIRECTOR, COMMUNICATIONS
Support the strategic, effective and efficient planning and execution of all advancement communications activities that help to increase the interest, involvement and investment in the mission and impact of Golden Gate University (GGU).
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Provide direction and develop message strategy for brand-building stories, email and social media content, press releases, SEO, brochures, fundraising collateral, and other communications materials. ·
Oversee drafting, editing and publication of internally produced consistent content for campus and external audiences including faculty, staff, alumni, philanthropic investors, friends and the general public.
Develop compelling and targeted messages to strengthen the connection between the internal campus community and external audiences, particularly alumni, corporations, foundations, and friends of GGU.
June 2019-October 2022
MARKETING CONTENT MANAGER, GOLDEN GATE UNIVERSITY
Develop, manage, and implement marketing content to increase university's ability to tell consistent and meaningful stories that generate leads and raise brand awareness.
• Develop and implement comprehensive marketing content strategy that supports strategic objectives and institutional priorities.
• Write vibrant content for university newsroom including press releases, student profiles, content marketing, feature stories, and research spotlights.
• Direct social media strategy and content development.
• Serve as lead writer for newsletters and reports, email messaging, web landing pages, online ads, and other promotional collateral.
Oct. 2016-Dec. 2018
DIRECTOR OF WEB CONTENT, MILLS COLLEGE
Managed development of web strategy, information architecture, content creation, and continuous improvements to the Mills College public and internal websites.
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Wrote vibrant content for Mills public website that reinforced college’s brand identity.
Wrote enrollment-focused marketing copy for diverse web pages in line with SEO best practices.
Developed and maintained intuitive, scalable information architecture for websites that helped users navigate effectively.
Developed, reviewed, and published web content from web team in alignment with brand and style guide.
April 2015-September 2016
WEB PRODUCER, UNIVERSITY OF SAN FRANCISCO
Planned, analyzed, and recommended digital marketing strategies to meet marketing goals. Developed content on external-facing USF marketing website that met best practices. Collaborated with cross-functional team to implement state-of-the-art online solutions.
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Managed production of digital content on marketing website homepage.
Produced innovative landing pages and optimize user experience.
Developed high-quality digital storytelling that impacts target audiences.
Helped develop marketing communications plans that can bridge web, email, mobile, and social channels.
October 2013-April 2015
JENNY MCKEEL, CONSULTANT
Provided writing, project management, and web production services to diverse clients including hardware provider SmartRG, bitcoin hardware provider BitFury, and videogame company Kiwi, Inc.
August 2010-September 2013
SPECIAL PROJECTS EDITOR, WIRED MAGAZINE
Managed Wired’s magazine’s web presence, working closely with magazine editors to develop enhanced web content for magazine articles such as video, interactive features, games, and source materials. Collaborated with sales and marketing to develop and promote custom advertising programs.
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Directed monthly web production of magazine content online.
Managed production and promotion of special web packages including National GeekDad Day
and annual Wish List Gift Guide
Served as liaison between print and web teams to promote collaboration on content and technology
Managed all design work for Wired.com
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