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Jessica Vallejo

Marketing Communications Specialist, Health Policy and Administration
Penn State

Jessica is the Marketing Communications Specialist for the department of Health Policy and Administration with responsibilities for various communication efforts including social media, branding, event planning, digital communications, writing and more. She has created a full marketing strategy to leverage the visibility of the program. Her personal and professional passion lie in storytelling through digital campaigns and content strategy development. Prior to Penn State, Jessica worked in health care communications as a communications specialist at Mount Nittany Health in State College, PA. She earned her bachelor’s degree in communications with a concentration in public relations at East Stroudsburg University and is currently earning her Master’s in Strategic Communications at Penn State. 


Jessica Vallejo’s Session(s):

Case Study: Breaking Down Silos Within Your Institution - Working Together and Empowering Your Team to Develop New Approaches and Align KPIs Across Department Teams

Social media is becoming part of many staff roles within higher ed. This presents a variety of challenges for higher education social media managers as those managing social media accounts at colleges and universities are a mixture of novice, intermediate, and advanced users. Additionally, students, faculty, staff, alumni, and friends interact with social media in different ways and every college major interacts with social media in unique ways. In order to overcome these challenges, social media teams need to work together and be "social" behind the scenes.

Within Penn State's College of Health and Human Development, we’ve worked to break down department silos and develop ways to learn from each other. Together we've helped novice users become more familiar with social media and helped the experts look at things in a different light. This allowed our team to feel empowered and develop their own approaches to social media and spearhead various initiatives.

This presentation will describe how we moved from 10 independent social channels to one social enterprise working together to achieve the same goal. We'll highlight an Instagram takeover focused on undergraduates and strategies to reach alumni, specifically those graduates of the last decade. At the conclusion of our presentation, we'll provide a virtual toolkit for attendees where you can replicate or borrow any of our strategies, tools, templates, and more.

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