Content Strategy
I helped define the direction, format, and purpose behind each local business feature so the content connected with students and supported local brand visibility.
Case study 03 · Local growth
Community & Local Brand Growth
SOM-thing Local Initiative · School of Management Brand Ambassadors
Overview
Turning local stories into campus visibility.
SOM-thing Local is a student-led initiative from SOMBA designed to connect local businesses with the university community through brand storytelling and content strategy.
As Project Leader, I lead strategy development, creative direction, and cross-functional execution to build brand visibility, strengthen community relationships, and support local partners.
My role
From student idea to repeatable content system.
I helped shape SOM-thing Local into a recognizable content format that could be repeated across different local businesses while keeping the same goal: make local places feel more visible, approachable, and connected to student life.
Creative Direction
I guided the visual and storytelling approach across features, helping keep the series recognizable while allowing each business to feel unique.
Team Execution
I coordinated with student team members, supported planning and editing decisions, and helped move content from idea to final execution.
Selected work & visuals
One recognizable content system, six local stories.
Content was produced collaboratively by the SOMBA team. My role focused on project leadership, content strategy, creative direction, and execution planning. Select pieces included my direct editing, while others were produced by team members under my direction.
Local Dining
3 Amigos
Local dining feature connecting a neighborhood favorite with campus audiences.
Watch Reel →
Cafés & Study Spots
Carrara Pastries
Café-style feature highlighting a local spot students can discover and revisit.
Watch Reel →
Cafés & Study Spots
Five07
Student-friendly coffee stop featured through a recognizable short-form format.
Watch Reel →
Student-Friendly Experiences
Purrlandia
Playful local experience framed around student life and discovery.
Watch Reel →
Local Dining
Breakers Sports Bar & Grill
Local restaurant feature built to strengthen visibility and community connection.
Watch Reel →
Cafés & Study Spots
Ubatuba Açaí
Bright, student-friendly feature connecting casual discovery with campus lifestyle.
Watch Reel →Why it matters
Local stories create stronger community visibility.
SOM-thing Local combined student perspective, short-form storytelling, and consistent creative direction to help local businesses connect with campus audiences through a repeatable content model.
- Created a repeatable format for local business features
- Strengthened connections between students and local partners
- Positioned SOMBA as a bridge to the local business community
This project reflects how content strategy can turn local relationships into visible community value.
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