Discover the Difference is a content marketing campaign that tells the stories that define the University of Denver. As the storytelling arm of The Denver Difference, DU’s $1 billion philanthropic campaign, this ongoing endeavor includes features on innovative programs, impactful faculty research, and extraordinary alumni and students. Each story invites the reader or viewer to see how ambition and creativity converge at DU.
Rather than simply publishing stories, the campaign is built to capture engagement data as it goes, using what audiences read, watch, and click to strengthen outreach, refine communications strategy, and surface high-value prospects with actionable leads for the fundraising team.
My role spans researching and surfacing story ideas that support the capital campaign, shaping messaging, and copyediting across every touchpoint produced — segmented email sends, newsletters, and website assets — in close collaboration with the full marketing and communications team.
Since launching in November 2025, the approach has delivered measurable results: open rates consistently above 46% with key audiences, well ahead of the roughly 35% industry average, and a YouTube audience where more than 70% of views came from new subscribers.