Case Study
UMVirtual – Universidad de Montemorelos
UMVirtual is the online education branch of Universidad de Montemorelos, offering undergraduate and graduate degrees to Spanish-speaking students worldwide. My collaboration with UMVirtual spanned several phases, beginning with revitalizing their social media presence. By producing engaging content and leveraging trends, I helped position the brand in front of prospective students who matched their profile, creating a strong and relatable digital identity that their current team continues to build upon.
Student Recruitment Campaigns
I developed the concepts, scripts, and creative direction for two impactful campaigns: “Vive tu Propósito” (Live Your Purpose) and “Elige Avanzar” (Choose to Move Forward). These campaigns highlighted UMVirtual’s unique value: flexible, purpose-driven education designed for people balancing studies with work and family. Both campaigns emphasized that education is not just about reaching a goal, but about embracing a transformative journey.
School Project in Chad
“El Regalo de Dar” (The Gift of Giving) Christmas Campaign – A fundraising initiative that raised $18,000 to build three classrooms in Béres, Chad. I co-created the visual identity, scripted, and edited the campaign video. The project successfully mobilized donors, and today the school in Chad has three functioning classrooms thanks to this effort.
Educational Marketing Course Tutor
I served as a tutor for a two-month Educational Marketing course designed for administrators of Adventist educational institutions across Inter-America. The program brought together 10 participants who were seeking to strengthen their ability to apply marketing principles in real institutional settings. My role was to guide them through the concepts, revisit key content already available on the learning platform, and facilitate the practical application of these ideas to their strategic planning.
This experience gave me the opportunity to see first-hand how essential marketing principles are for educational institutions. Together, we identified specific challenges these institutions were facing and provided them with clear steps to develop a compelling value proposition, evaluate their business model, and design effective marketing campaigns. While the course offered a general overview rather than in-depth specialization, it was highly practical and enriched both the participants and myself by reinforcing the role of marketing in meeting the needs, pain points, and aspirations of the educational consumer.
Additionally, I worked as a content curator for the course Digital Marketing Workshop, developed for the online graduate programs in Finance and Human Resources at Universidad de Montemorelos. This course is aimed at training professionals to understand the fundamentals of content marketing and to design strategies that position their institutions, brands, or businesses. My role involved reviewing materials, suggesting structural changes, and refining content to ensure the program was clear, practical, and effective within its two-month duration. This process not only allowed me to contribute to the course’s design but also broadened my perspective on the scope of marketing and reinforced key concepts I already mastered.
Mariela Espejo served as a tutor for the Educational Marketing Strategies course held in March 2025. Her responsibilities included supporting participants in developing the fundamental knowledge and skills needed to promote educational programs. Her efforts exceeded expectations, as she consistently went the extra mile for each participant. She provided personalized guidance and addressed questions with a genuine interest in their personal growth. Thanks to her dedication, the course successfully achieved its goal of helping leaders of educational institutions broaden their perspectives on processes and potential strategies for positioning their institutions.