INSTRUCTIONAL DESIGN • DESIGN THINKING • UX • CONTENT STRATEGY
Content marketing
At Pearson, I served as both instructional designer and lead content writer for Pearson's brand awareness campaign. Across all campaigns, I oversaw the instructional design of complex or interactive assets.
"Emerging Careers"
Objective: Brand awareness, employability
Content strategy: Bring attention to Pearson's Career Readiness and Skillset services by providing engaging information on careers that are either entirely new or new to the higher education community.
My work: I led the creative side of this project from the brainstorm phase through publishing and multi-channel promotion. I served as lead content writer and, as the instructional desiger, worked with our graphics team to establish a readable and repeatable template.
Quizzes
Objective: We wanted to entertain and inform our customers, while allowing them to self-direct into the appropriate sales path.
Content strategy: Using a fun quiz format with a playful voice, the quiz asked customers a series of questions that gave them one of four results. Results lived on a landing page with a link to the section of the "Pearson products & services" site that was most relevant to their concerns and teaching style.
My work: As both the lead content writer and the instructional designer, I worked with stakeholders to write questions and define back-end logic that would drive them to the correct result. We selected GetFeedback as our partner tool.
Online Course Toolkit
Objective: Help brick-and-mortar classroom teachers shift quickly to virtual environments during the COVID-19 lockdown by providing them with platform-agnostic online teaching strategies.
Content strategy: These job aids, full of quick strategies for teachers, was a part of a micro-site that I created in collaboration with the brand team. That site included these PDFs, along with quick access to our platform support and a library of online teaching resources and webinars.
My work: I collaborated with a graphic designer to determine the structure for these pieces and wrote all content.
