ROCIO OSUNA

The AP Summer Institute (APSI) at UCR University Extension is a professional learning program designed for Advanced Placement (AP) high school teachers.

PROBLEM

With over 100 AP Summer Institutes available nationwide, our primary objective is to attract and retain AP teachers within our designated local service area.

SOLUTION

Our solution involved strategically utilizing email marketing and targeted digital advertising to meet our attendance goals.

APPROACH

• Leveraged Salesforce/Pardot to segment our regional email list and launch highly targeted campaigns aimed at teachers and administrators.
• Through independent research, I identified and cultivated new potential outreach lists.
• Managed and optimized paid media campaigns on the Google Marketing Platform (including Google Display and Search Engine Marketing) and social channels.
• Rigorous A/B testing revealed that our Google Performance Max general ads significantly outperformed course-specific campaigns.
• Developed and executed a comprehensive email and content strategy for the program.

• Independently managed the seven-month APSI 2025 project, demonstrating adaptability and strategic problem-solving throughout the campaign.

• Proactively identified and engaged over 1,000 new potential prospects through independent research, significantly expanding outreach beyond initial parameters.

• Utilized data analysis (A/B testing) to optimize advertising strategies, resulting in a more cost-effective approach and improved ROI.

• Authored a comprehensive 35-page post-event report, providing data-driven insights and actionable recommendations for future improvements based on a detailed analysis of audience segments, geo and demographic targets, and asset performance.

• Achieved 60% of our attendance target, with detailed analysis attributing lower figures to external political issues, demonstrating the robustness of internal strategies despite external headwinds.

The UCR STEAM Discovery Program is an educational initiative by UCR University Extension, offering Science, Technology, Engineering, Arts, and Mathematics (STEAM) education for 3rd-6th grade students.

PROBLEM 

The program struggled with limited student enrollment and operated under a highly restricted advertising budget, posing a significant challenge to outreach and participation goals.

SOLUTION

Developed and executed a resourceful marketing strategy that maximized no-cost channels and strategically highlighted scholarship opportunities to boost engagement and achieve enrollment targets efficiently.

APPROACH

• Directed the project management and successful distribution of an event flyer, ensuring its timely and effective advertisement through platforms like Peachjar.

• Maximized reach by publishing event details across free community calendars and the university's official event website.

• Strategically utilized Meta (Facebook/Instagram) boosted posts to increase visibility within targeted geographical areas, optimizing for specific demographics.

• Tracked and analyzed key engagement metrics (impressions, interactions, link clicks, shares) on social media, demonstrating attention to detail and data-driven assessment.

RESULTS

• Exceeded registration goals, achieving an impressive 84% attendance rate for the program.

• Met all marketing objectives while maintaining a lean 20% marketing investment, showcasing significant resourcefulness and cost-effectiveness.

• Successfully leveraged low-cost resources and scholarship messaging to dramatically increase engagement and meet campaign objectives.

Community Partnership Day (CPD) is a global Novartis initiative where associates volunteer in local communities. For 18 years, the Genomics Institute of the Novartis Research Foundation (GNF) had never hosted this event, despite all other global sites participating.

PROBLEM
GNF's consistent absence from the global Community Partnership Day, signaling a missed opportunity for local community engagement and internal team building.

SOLUTION 

To establish GNF's first-ever Community Partnership Day, leveraging project management, strategic advertising, and content development to achieve at least 50% site participation.

APPROACH

• Led end-to-end event coordination, encompassing recruitment of non-profits, securing activity opportunities, and managing vendor relationships.

• Designed and implemented comprehensive marketing, including establishing a dedicated registration site, creating promotional posters & flyers, and coordinating event merchandise.

• Managed all budgetary aspects to ensure efficient resource allocation.

• Developed and organized a post-event gathering to facilitate employee story-sharing and foster community.

RESULTS

• Achieved 53% site participation, surpassing the 50% goal for the inaugural event.

• Secured 12-15 non-profit partnerships from over 30 initial contacts.

• Garnered 99% employee satisfaction, with feedback highlighting increased colleague connection and gratitude.

• Common employee feedback: "I now feel like this shared experience has brought some of us closer together. The day will stay with me for a while and makes me grateful for the things I have including good co-workers." "The level of enthusiasm and excitement among our colleagues was awesome - it seems like everyone found this incredibly rewarding."

The GNF Associate Spotlight was a weekly Q&A program designed to showcase individual associates, offering colleagues a glimpse into their motivations, inspirations, and personal lives outside of work.

PROBLEM

A critical lack of cross-departmental interaction and a sense of disconnection among associates at the Genomics Institute of the Novartis Research Foundation (GNF).

SOLUTION

Developed and implemented an interview-based program to foster connections by regularly profiling associates, increasing internal engagement and camaraderie.

APPROACH

• Designed and launched a dedicated intranet landing page for weekly features.

• Conducted weekly interviews with associates from diverse departments, crafting compelling narratives.

• Managed content editing and cross-departmental publication coordination.

• Developed targeted advertising content and distributed feedback surveys.

• Utilized survey results to continuously refine and optimize program elements.

RESULTS

• Achieved 100% participant satisfaction with their published profiles.

• Became the most visited intranet site, significantly boosting internal engagement.

• Inspired replication efforts at other Novartis sites due to demonstrated success and increased employee interaction.

• Common employee feedback highlighted increased exposure and connection: "It was great to be featured in the Spotlight because it gave me exposure across the institute and also gave me an opportunity to get to know other people on campus." "People I haven't spoken to asked me about things I said or the pictures that were posted. People I normally speak to laughed and seemed to enjoy my answers maybe gained a little more insight into me."

"My Science Matters" was a transformative brand strategy campaign for Pipette.com, designed to humanize the brand by spotlighting the compelling stories of our customers and their impactful scientific work.

PROBLEM

Pipette.com faced limited brand exposure and recognition for its products beyond direct sales, lacking a relatable human element in its market presence.

SOLUTION

To develop and amplify customer-centric narratives, showcasing how Pipette.com's products directly contributed to the success of scientific endeavors.

APPROACH

• Led end-to-end content development, from identifying and researching customers to conducting in-depth interviews.

• Drafted, edited, and revised compelling customer stories, ensuring accuracy and impact.

• Managed multi-channel publication, releasing stories monthly across the company newsletter, social media, blog, and press releases.

• Optimized content with strategic SEO keywords and call-to-action language.

RESULTS

• Achieved significant increases in landing page traffic, driving subsequent navigation to the main website.

• Boosted engagement and traffic across Pipette.com's Twitter and Facebook pages.

• Successfully humanized the brand, leading to positive market reception and improved brand perception.

The "I Heart Pipette" campaign was a strategic promotion developed for Pipette.com, aimed at significantly boosting email sign-ups and generating sales leads at the Neuroscience Annual Meeting 2013.

PROBLEM 

Previous conference efforts (Neuroscience 2012) had yielded only 50 email subscriptions, indicating a need for a more engaging and effective lead generation strategy.

SOLUTION 

Designed and executed a compelling, whimsical promotional campaign centered around a unique t-shirt giveaway to drive booth traffic and engagement.

APPROACH

• Developed and designed a unique promotional t-shirt to serve as a key engagement tool.

• Utilized Twitter as the primary advertising channel, strategically engaging with the #SfN13 hashtag to inform attendees about the booth and promotion.

• Implemented on-site engagement tactics to create buzz and draw attendees.

RESULTS

• Generated over 500 email subscriptions, a 900% increase compared to the previous year.

• Secured over 100 qualified sales leads.

• Created a consistent line extending down multiple booths, attracting significant attention.

• Drew inquiries from major biotech companies curious about the high traffic volume.

• Achieved the second most social Twitter handle (@Pipettecom) for Neuroscience Annual Meeting 2013, surpassing numerous competitors and trailing only the official event handle amidst millions of tweets.