TORI PLACONA

Communications Specialist

Aug. 2020 – Present

 Emory University Rollins School of Public Health

 

At Emory University, I lead marketing and communication initiatives, focusing on enhancing audience engagement and streamlining workflows for an optimal experience. My role encompasses overseeing content strategy, maintaining brand consistency across various channels, and generating detailed analytics reports for leadership and stakeholders.

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 Highlights:

• Formulated and executed marketing strategies leading to a 49% increase in email open rates and significant growth in social media engagement.

• Pioneered campaigns and events, like the COMPASS Phase 2 launch and Southern Solidarity Conference, achieving substantial increases in grant applicants and attendance.

• Created nationally recognized campaign materials, including the Lil Nas X Baby Registry and DaBaby Open Letter, receiving widespread media coverage.

• Provided expert guidance and training to CBOs and contributed to the USCHA conference with presentations on effective communications.

• Coordinated with internal and external stakeholders to produce diverse materials for technical and lay audiences, enhancing the overall communication impact.

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Graphic Designer

Oct. 2015 – Oct. 2022

Freelance, Various Clients

 

My expertise encompasses developing branding, collateral, and marketing materials, from conception to delivery, ensuring compliance with brand standards and accessibility guidelines. I have a proven track record of interpreting scientific data into informative visuals, crafting targeted campaigns like the Vax Yourself initiative, and supporting clients in diverse industries to achieve their communication and outreach goals.

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Highlights:

• Led creative development for impactful public health campaigns, such as the "Vax Yourself" initiative, directly targeting and engaging key demographics.

• Provided expert marketing consultation and strategic planning services, driving improved outreach and distribution results for clients across sectors.

• Navigated brand and visual identity guidelines to deliver 508-compliant materials, ensuring inclusivity and accessibility in all digital assets.

• Successfully consulted on outreach strategies and event planning, boosting audience reach and participation.

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Communication Coordinator 

Aug. 2017 – Aug. 2020
Teacher’s Retirement System of Georgia

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As the driving force behind TRS Georgia's marketing and communications, I reported to the Communications Director and played a pivotal role in enhancing the consumer journey through strategic content design and distribution. My hands-on approach to reimagining our digital presence led to a significant uptick in engagement and a more streamlined consumer experience.

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Highlights:

• Spearheaded a website redesign resulting in a 12% engagement increase post-launch.

• Boosted Facebook following by 14%, leveraging analytics to refine social media strategies.

• Orchestrated an internal campaign that successfully raised over $25K for charity.

• Innovated a marketing collateral inventory process, saving the agency $20K annually.​

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Outreach Coordinator

May 2014 – Dec. 2017
Louisiana Foundation Against Sexual Violence

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Spearheaded strategic initiatives at LaFASA to amplify awareness on sexual violence and enhance service outreach. I was pivotal in the organization’s rebranding and consistently developed compelling multi-channel content that significantly boosted user engagement and support services.

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Highlights:

• Orchestrated a complete rebranding, including print and digital assets, increasing social media-driven service referrals by over 80%.

• Elevated email marketing engagement, with a 27% open rate and a 40% click rate increase over two years.

• Led a targeted PSA campaign, reaching over 2.6 million impressions, which heightened community involvement in bystander intervention efforts.

• Provided technical guidance across 12 regions, focusing on engaging diverse and underserved communities, and fostered a robust online presence through innovative digital marketing and content creation.