Leigh N. Eldred Portfolio

Education

The University of Texas at San Antonio (UTSA)

The University of Texas at San Antonio (UTSA) leads San Antonio’s knowledge economy as one of 21 designated Hispanic serving institutions and a top Tier One university. It has Carnegie’s R1 designation, positioning it among the top 4% in academic and research excellence the nation. It is one of six Tier One universities to hold three National Centers of Academic Excellence from the National Security Agency (NSA) and Department of Homeland Security (DHS). It is second in the nation for Business Management, Marketing & Related Services Education, and is the first four-year Texas university selected for Adobe Creative Campus designation.

UTSA is set to merge with the UT Health Science Center to become the third largest university in Texas. Vice-Chairman of the Board of Regents James C. Weaver said the “merger is the catalyst that will supercharge our region as a national leader in learning, innovation, health, and economic vigor”. Situated in the heart of Texas’ second-largest city, UTSA inspires hope, encourages dreams, and builds a collective future for all Texans.

My Logo Design for the UTSA Communication Department

Communication & Content Creation Skills

My journey to this point has been one of diligence, pushing through challenges to earn a 4.0 GPA at the University of Texas at San Antonio (UTSA). I intensively studied studio art and art history before gaining a comprehensive education in my major of communication, with concentrations in public relations and digital communication.

I earned over seventy certifications through UTSA curated programs to become proficient in skills ranging from graphic and UI/UX design to public relations and crisis communication. I undertook skill-based projects, through the Adobe creative campus program at UTSA, to augment university coursework in digital communication.

I utilized Creative Cloud technology to submit work in AI, marketing, graphic design, data visualization, video production, slide presentations, pitches, podcasting, webpage design, and visual communication to earn each micro-credential certification. I was selected to become an Adobe Student Ambassador and am proficient with Microsoft, Google, and Adobe Creative Cloud software.

Magazine Feature Writing & Graphic Design Presentation

Digital Communication Skills

My coursework and practical experiences provided me with a strong foundation in various aspects of communication. This includes learning how to develop strategic communication plans and implement crisis communication tactics to effectively manage an organization’s reputation and build positive relationships with stakeholders.

I studied the ethical and legal aspects of communication, ensuring that my practices adhere to industry standards and regulations. I improved my interpersonal communication skills, learning how to effectively lead teams by communicating and collaborating with diverse teams and individuals.

I learned how to create and manage social media campaigns, engage with digital audiences, and analyze social media metrics to measure success. I developed skills in creating compelling written and visual digital content to effectively communicate messages to target audiences. I created apps, websites, infographics, charts, podcasts, blog posts, videos, graphics, features, media kits, reports, presentations and pitches.

I studied various digital marketing strategies, such as search engine optimization (SEO), email marketing, and online advertising, to promote brands and drive engagement. I gained proficiency with content management systems (CMS), HTML, CSS, AI, Google, Microsoft, and Adobe Creative Cloud software.

3D Modeling Animation for UX Design

UX/UI Product Design Skills

I design apps and websites using Figma, Adobe XD, Dreamweaver, HTML, CSS, Bootstrap, and content management systems (CMS). I completed end-to-end projects at UTSA, and during the summer breaks and holidays through Google programs curated by UTSA, to fully prepare for a future career in user experience design.

I utilize the design thinking process to empathize with users, define user pain points, ideate solutions, create wireframes and prototypes, as well as test and iterate on designs. This includes producing UX research plans, conducting interviews and usability studies, synthesizing results with affinity diagrams, and translating conclusions into actionable insights prioritized by user needs.

I ideate design solutions using crazy eights, rapid sketching, HMW exercises, and competitive audits. I empathize with users by devising bias-free empathy maps, user personas, user journey maps, user flow charts, information architecture, sitemaps, and by drawing big-picture and close-up storyboards. Using visual design elements and Gestalt principles, I create paper and digital wireframes with industry standard symbols, design systems, branding, sticker sheets, mockups, plus navigable low- and high-fidelity prototypes with iterations. I define pain points, value propositions, as well as problem and goal statements.

I employ essential foundational UX concepts of user-centered design, accessibility, and equity-focused design at every point throughout the design process. I cherish the idea of eliciting positive real-world impact with my designs as I continue to strengthen my skillset.

Public Relations Media Kit Fact Sheet Presentation

Public Relations Skills

I develop and implement strategic marketing communication plans to effectively generate brand awareness, achieve organizational mission goals, manage organizational reputation, and build positive stakeholder relationships. I employ the RPIE process for social science evidence-based research, planning, implementation, and evaluation methodology with outcome-focused measurements.

I apply the ethical and legal aspects of communication to ensure my practices adhere to industry standards and regulations. I adhere to the International Public Relations Association (IPRA) code of conduct and the Public Relations Society of America (PRSA) code of ethics. I utilize interpersonal communication skills to efficiently communicate and collaborate with diverse teams and individuals.

I employ writing and editing skills to produce clear, concise, and persuasive content for various formats. I write and design multimedia news releases, fact sheets, features, promotions, presentations, and media kit production. I pitch stories to media outlets and manage media inquiries to ensure accurate and favorable coverage.

I conduct SWOT and audience analyses and write situation analysis reports. I perform strategic management with environmental scanning and handle crisis communication with proven techniques to respond to negative publicity and maintain public trust.

I plan and execute promotional events that align with organizational goals and enhance public image. I create and manage social media campaigns, engage with audiences, and analyze social media metrics as measures of success. I develop compelling digital content in the form of podcasts, blog posts, webpages, videos, and graphics, to effectively communicate messages to target audiences. I employ various digital marketing strategies, such as search engine optimization (SEO), email marketing, and online advertising, to promote brands and drive engagement. Additionally, I am proficient with Microsoft, Google, and Adobe Creative Cloud software.

Social Science Quantitative Research Analysis

Social Science, Public Relations, & UX Research Skills

In addition to conducting independent user experience research studies, I studied and conducted my own public relations and social science research at UTSA. I learned about various research methodologies, including qualitative and quantitative approaches, to gather and analyze data.

I gained skills in designing surveys and questionnaires to collect data on public opinion, attitudes, and behaviors. I studied techniques for advanced data analysis using IBM SPSS statistical software and interpreting the results to draw meaningful conclusions.

I learned about the essential ethical considerations involved in conducting social science research, including obtaining informed consent and ensuring participant confidentiality.

University Organizations

UTSA Content Creators Student Organization Graphic

UTSA Content Creators President

I led UTSA students in the establishment of the Content Creators professional organization as the first elected president. Passionate about creativity and innovation, I personally created the logo, style guide, rules of conduct, organizational constitution, certificates, official webpage, and recruitment materials in the form of writing, graphics, and videos. I attended risk management training and taught many live workshops on various forms of content creation.

With the motto to “Create Connect Inspire”, we met weekly through online video conferencing to network as future creative industry professionals and collaborated on innovative multimedia projects with real-world impact. While working across industries and disciplines, we explored content creation strategies, multimedia storytelling, and personal branding.

We expanded our skill set in content creation tools, multimedia, podcasting, video, streaming, content design, production, UX/UI design, generative AI, and more with cutting-edge tools and resources. We gained valuable experience in workshops, contests, and mentorship while bolstering our portfolios and resumes for future careers. In dedication to inclusivity and accessibility, we ensured that all voices were heard.

Adobe Student Ambassador Liaison for UTSA

UTSA Adobe Student Ambassador

I was selected to become an Adobe Student Ambassador (ASA) for UTSA. Ambassadors are chosen for academic excellence, creative thinking, a history of innovative achievements, a keen interest in creating content, and experience engaging with campus communities through organizational involvement and co-curricular activities. Reporting to an Adobe Education Leader (AEL), we were an essential resource for the entire UTSA community by serving as liaisons for Adobe to inspire innovation, entrepreneurship, and design thinking.

We led live workshops, lectures, product demonstrations, field trips, special Adobe programming, networked, and represented Adobe at events, while meeting monthly quotas for digital content creation. We honed creative problem solving, communication, marketing, and community building skills with early access to product developments involving cutting-edge Adobe technologies. We expanded our professional skills with exposure to Adobe experts, regular professional development training, and by connecting with diverse teams of ambassadors locally, across the country, and the globe.

UTSA Chapter of the Public Relations Society of America

UTSA PRSSA Society Member

I joined the UTSA chapter of the Public Relations Student Society of America (PRSSA), whose mission is to unite students with members of the surrounding community for the purpose of providing quality public relations services.

We enhanced members’ knowledge of public relations while providing access to professional development activities. We strived to further the public relations profession by helping to develop highly qualified professionals. We facilitated this through shadow opportunities, PRSSA job center access online, monthly PRSA luncheons, as well as resume and interview workshops. We also provided scholarships, internships, and volunteer opportunities.

The organization is the largest pre-professional society in the nation with over 10,000 members in over 300 chapters across the country. PRSSA at UTSA enhances educational experience, broadens professional networks, and launches careers in public relations and affiliated fields.

Gamma Phi Chapter of the Delta Alpha Pi Honor Society

UTSA DAPI Honor Society Member

I wholeheartedly value inclusivity, empathy, perseverance, and integrity, and these values are prevalent in the student organizations I have been a part of. I earned membership in the Gamma Phi Chapter of the Delta Alpha Pi Honor Society. It was the first student organization at the University of Texas at San Antonio (UTSA) to honor the academic achievements of post-secondary students with disabilities.

We broke barriers and stereotypes with strong leadership and advocacy while collaborating to educate the community. As activists for inclusion to counter prejudice, we became role models that mentored other students with disabilities. “Working for an aDAPtable World”, we supported the principles of universal design in learning.

UTSA Chapter of The National Society of Collegiate Scholars

UTSA NSCS Honor Society Member

I earned membership in the UTSA chapter of the National Society of Collegiate Scholars. The organization is an exclusive honor society of high-achieving students who embody the pillars of scholarship, leadership, and service while nurturing a strong foundation of integrity. We were nominated for membership in our first couple of years of college based on academic achievements and leadership potential, an honor that reflects our commitment to academic excellence and leadership.

We forged meaningful connections with like-minded students while fostering a passion for scholarly excellence and personal growth. We honed leadership skills, gained valuable networking experience, and contributed to the community through membership.

UTSA Chapter of the National Society of Leadership & Success

UTSA NSLS Honor Society Member

I earned membership in the UTSA chapter of the National Society of Leadership and Success. The organization was selected by campus administration to allow top students to participate in a leadership program that helps individuals discover and achieve their goals.

We were a community of like-minded, success-oriented leaders who came together to help one another succeed. The organization offered interactive broadcasts with the nation's top leaders, training in goal setting, and team meetings in which students set and held each other accountable for achieving goals. We built leaders who served as a powerful force of good in the greater community by encouraging and organizing action to better the world.

Society for Health Communication

I am a member of the Society for Health Communication, the only organization connecting individuals working in public health, healthcare, medical communications, digital health, health communication research, and academia. Members join the Society to network with peers, refine skills, and learn the latest best practices to advance the field with leadership and dedication.

Health communication is a multidisciplinary field of study and practice that applies communication evidence, strategy, theory, and creativity to promote behaviors, policies, and practices that advance the health and well-being of people and populations. (SHC, 2017)

UX/UI Design Professional Certifications

I earned professional UX Design certification through coursework and exams during my summer break through Google courses from Coursera programs curated by UTSA. I also completed end-to-end university projects to fully prepare for a future career in user experience (UX) design. I designed the user interfaces (UI) of apps and websites using Figma, Adobe XD, Dreamweaver, HTML, CSS, Bootstrap, content management systems (CMS), Microsoft, Google, and Adobe Creative Cloud software. I learned to utilize the UX design thinking process to empathize with users, define user pain points, ideate solutions, create wireframes and prototypes, as well as test and iterate on designs. (Verification of these credentials may be found at Coursera and at Credly.)

UX Design Professional Certification Google

UX Design Specialization Google

UX Design Foundations Google

UX Design Thinking Process Google

UX Wireframes & Low-Fi Prototypes Google

UX Research & Concept Testing Google

UX High-Fi Prototypes in Figma Google

UI Design Dynamic Websites Google

UX Design for Social Good & Jobs Google

Google UX Design Professional Program

Digital Content Creation, Branding, & Marketing Micro-Credentials & Professional Certifications

As an autodidact with insatiable curiosity, I exist in a perpetual state of learning. I acquired new knowledge and improved existing skills through coursework in various software programs and content creation including web design, graphic design, motion graphics, video production, branding, plus social media and digital marketing through the LinkedIn Learning platform. This enabled me to lead better workshops and mentor students working on digital projects. I passed exams to earn certificates from organizations such as the Project Management Institute (PMI) and the National Association of State Boards of Accountancy (NASBA) as well as professional certifications from Hootsuite and Adobe. (Verification links for each of these credentials may be found on my LinkedIn profile under "Licenses & Certifications".)

Adobe Photoshop Professional Certification

Adobe Premiere Pro Professional Certification

Adobe InDesign Professional Certification

Adobe InDesign Resume Design LinkedIn

Adobe After Effects Essentials LinkedIn

Adobe After Effects Basic Essentials LinkedIn

Adobe After Effects 3D Models LinkedIn

Adobe After Effects Motion Graphics LinkedIn

Photoshop & After Effects Motion Control 3D

Adobe After Effects Animating AI Image LinkedIn

Adobe Dreamweaver Website Design LinkedIn

Adobe Express Essentials LinkedIn

Figma Essential Training LinkedIn

Figma Auto Layout LinkedIn

Storytelling & Content Creation LinkedIn

Logo Design LinkedIn

Career Acceleration Personal Branding PMI

Personal Branding with Generative AI LinkedIn

Social Media Marketing for Business PMI

Generative AI for Digital Marketers PMI

Social Media Marketing Foundations LinkedIn

Social Media Marketing Strategy LinkedIn

Marketing with High-Impact Storytelling PMI

Copywriting Social Media Marketing LinkedIn

Social Media Marketing Professional Hootsuite

Video Content Marketing LinkedIn

Podcasting Business Content Marketing NASBA

Newsletter Content Marketing LinkedIn

Business Blogs for Content Marketing NASBA

Marketing Strategy for Designers LinkedIn

Build Visual Content Marketing Strategies PMI

Performance Marketing Revenue Growth LI

Strategic Thinking for Growth Marketers LI

Performance Marketing Mistake Avoidance LI

LinkedIn Fundamentals

Adobe Creative Skills Micro-Credential Certifications

I undertook skill-based projects on weekends, through the Adobe creative campus program at the University at Texas at San Antonio (UTSA), to augment university coursework in digital communication. I utilized Creative Cloud technology to submit design projects in AI, marketing, graphic design, data visualization, video production, slide presentations, pitches, podcasting, webpage design, and visual communication to earn each micro-credential certification badge. I then utilized these skills to become an Adobe Student Ambassador at UTSA. (Verification of these skills and credentials may be found at Credly.)

Health Science Communication Adobe

Data Storytelling Design Adobe

Generative AI Design Adobe

Event Marketing Design Adobe

Social Media Marketing Design Adobe

Sports Marketing Design Adobe

Product Pitch Design Adobe

Presentation Design Adobe

Short-Form Video Production Adobe

Podcasting Production Adobe

Social Media Content Production Adobe

Job Application Design Adobe

Infographic Design Adobe

Prize Entry Winner Adobe Express

Public Relations Society of America Certifications

I earned course certificates from the Public Relations Society of America (PRSA) that complemented my university public relations coursework in critical topics, such as ethical crisis communication, proactive reputation management, strategic marketing, leadership collaboration, social media marketing, and brand building. I believe that an educated mind is essential for the public relations professional to practice effectively in the field to protect the organization one serves, foster relationship equity with the media, and build public trust. (PRSA offers the numbered certificates for credential verification.)

Principles of Effective Crisis Response PRSA

Brand Reputation and Crisis Management PRSA

Evidence-Based Crisis Communication PRSA

Building Brand & Measuring Reputation PRSA

Public Speaking & Social Media Leadership PRSA

FEMA & DHS Government Certifications

I completed courses and passed exams to earn certifications from the Department of Homeland Security (DHS) Emergency Management Institute in the Federal Emergency Management Agency (FEMA) Incident Command System (ICS) and National Response Framework (NRF) as part of my public health coursework at UTSA. This motivated me to complete other government professional development courses independently on leadership, crisis communication, active shooter response, Emergency Operations Centers (EOC), and the National Incident Management System (NIMS). The emergency management material served as an informative adjunct to my university studies in social science health communication and public relations crisis communication. (FEMA offers the certificates for credential verification.)

National Response Framework FEMA

Incident Command System FEMA

Active Shooter Prevention FEMA

Active Shooter Response FEMA

Security Awareness FEMA

Active Shooter Awareness FEMA

Decisions & Problem Solving FEMA

Effective Communication FEMA

Leadership & Influence FEMA

Social Media in Emergency Management FEMA

National Incident Management System FEMA

Emergency Operations Center Functions FEMA

Emergency Management Fundamentals FEMA

First Aid Before 1st Responders DHS

University of Texas at San Antonio Certifications

I earned certificates and badges that affirm my actions toward gaining and utilizing leadership skills for project collaboration with multiple student organizations and honor societies. I repeatedly earned my place on the UTSA President's List with a 4.0 GPA. I also earned certification in de-escalation bystander training to become a campus green dot. A Green Dot is a single moment in time when someone chooses to intervene and prevent a red dot of power-based personal violence from happening. I later volunteered to design social media promotional material as community service to generate program awareness. (Verification for the President's List may be affirmed at Parchment and the NSLS credentials may be accessed at the link.)