Goff Strategic Leadership Institute
Strategy, Storytelling, and Community
The Goff Strategic Leadership Institute at the University of Utah believes leadership extends beyond titles—it’s about tackling real-world challenges, embracing ambiguity, and driving change.
My role in managing Goff’s social media was to build a strategy that not only elevated credibility but also strengthened community trust through storytelling.
Jan 2023 - Feb 2025
Goff needed a dynamic social media strategy that could:
✔ Position Goff as a leading source of strategic leadership education
✔ Engage students, alumni, and professionals in meaningful ways
✔ Showcase real-world leadership experiences available through Goff
✔ Strengthen relationships within the Goff community
My Approach
To grow Goff’s presence on Instagram and LinkedIn, I focused on community engagement, thought leadership, and brand storytelling that connected with students and alumni on a personal level.
Leadership & Strategy – Insights from industry experts, alumni, and professors to inspire future leaders.
Real-World Experience – Highlighting events, internships, and hands-on leadership opportunities.
Goff Community – Featuring student success stories and alumni testimonials to build trust.
Interactive Content – Polls, quizzes, and discussions to spark engagement and connection.
Results & Impact
Follower Growth – Organically grew Instagram from 550 to 1,180 followers in two years with no paid ads.
Stronger Engagement – 22,375 views and 3,714 accounts reached in the last 90 days, with 30% non-followers.
Increased Event Sign-Ups – Alumni participation in virtual events grew 6x.
Direct Business Impact – Program applications increased by 200% after implementing the new social strategy.