Taylor Ritchie

Strategic communications • Content development • Brand storytelling

I help organizations communicate with purpose through strategic communications and compelling content. From websites and campaigns to publications and executive communications, I enjoy creating work that connects with people and supports organizational goals.

Hi, I'm Taylor.

I help organizations communicate with purpose.Over the past several years, I've led communications initiatives for higher education and nonprofit organizations, translating complex ideas into clear, engaging experiences that connect with the people they serve. My work spans communications strategy, websites, campaigns, editorial content, and executive communications.I enjoy finding the story at the center of a project and bringing it to life across channels. Whether I'm developing a communications strategy, leading a website redesign, managing a campaign, or writing for executive leadership, I focus on creating communications that are thoughtful, audience-centered, and aligned with organizational goals.This portfolio highlights selected work that reflects my approach to strategic communications and storytelling. To respect organizational confidentiality, some projects have been adapted while preserving the scope of my work and the process behind it.

Selected work

This collection reflects the range of my work across strategic communications, storytelling, and design. From comprehensive campaigns and communication strategies to feature stories, social media, event promotions, and visual collateral, each project highlights a different aspect of how I approach meaningful, audience-centered communication.

• School-wide communications strategy
• Indiana Resource Center for Autism website redesign
• Erin Brockovich lecture communications campaign
• Ryan White memorial sculpture communications campaign
• When Everyone Swims film screening communications campaign
• Cream and Crimson Experience feature story
• Editorial planning & publication management
• Executive communications & speechwriting

Building a strategic communications framework

Concept graphic that evolved into a published asset for the School's website and social media.

School-wide communications strategy & content frameworkAs the Indiana University School of Public Health-Bloomington entered a new chapter under new leadership, I developed a strategic communications framework to align the School's content, messaging, and communications priorities with evolving institutional goals. The framework established a clear direction for how our small communications team could create more intentional, audience-focused, and impactful communications while supporting the School's long-term priorities.

Project at a glance

The challengeWith new leadership came new priorities, new opportunities, and higher expectations for strategic communications. At the same time, our team remained small and responsible for serving multiple audiences across numerous channels. The challenge was not producing more content—it was creating the right content for the right audience, in the right format, at the right time.My approachI evaluated our existing communications efforts through a comprehensive content analysis, competitive review, and assessment of institutional priorities. From that research, I developed a strategic framework that identified opportunities to better align content with audience needs while establishing practical recommendations for execution.The framework introduced a more audience-centered approach to storytelling, rebalanced content priorities, established platform-specific strategies, recommended new success metrics, implemented a 70/30 planned-to-responsive content model, simplified internal content workflows, and created a clear roadmap for implementation. I also worked with the communications team to assign responsibilities, facilitate brainstorming sessions, and establish ongoing accountability through ClickUp.Project highlightsAudience-first content strategyShifted content planning from a submission-driven model to an audience-driven approach by identifying content gaps, redefining priorities, and emphasizing stories that demonstrated real-world impact.Editorial and platform strategyDeveloped channel-specific strategies for Instagram, LinkedIn, and executive communications while recommending new content formats, editorial priorities, and performance metrics aligned with organizational goals.Organizational alignmentConnected communications priorities directly to School and university strategic initiatives while creating a practical implementation framework that enabled the communications team to execute the strategy consistently.

Strategic shift

Storytelling framework

OutcomeThe framework established a shared strategic direction for the communications team, creating a more intentional approach to content planning, storytelling, and audience engagement. Recommendations from the framework informed content planning, team workflows, platform strategies, and the development of new communications initiatives.This portfolio version highlights selected elements of a broader communications framework, including strategic direction, editorial planning, and storytelling principles. Internal planning documents have been adapted to respect organizational confidentiality while accurately representing my strategic approach.

Creating a more accessible digital experience

Indiana Resource Center for Autism website redesignA website redesign that aligned the Center's evolving mission with a more intuitive, accessible, and user-centered digital experience.

The challengeAs the Indiana Resource Center for Autism entered a new chapter under new leadership, the website needed to evolve alongside the organization. The redesign presented an opportunity to create a digital experience that better reflected the Center's mission while improving navigation, accessibility, and brand consistency for the audiences it serves.My approachI led the redesign from planning through launch, collaborating with leadership to understand organizational goals while gathering feedback from users to better understand how they searched for information and resources.Using those insights, I reorganized the site's content around audience needs, rewrote website copy, strengthened visual consistency, improved accessibility, implemented a centralized contact workflow, and built the redesigned website in Cascade CMS while managing stakeholder feedback, testing, and launch.Project highlightsUser-centered designRather than organizing content around the Center's internal structure, I reorganized information around the needs of families, educators, and professionals, creating clearer pathways to resources, training opportunities, and support.Accessibility & brand consistencyAccessibility and consistency guided every stage of the redesign. I improved the site's accessibility using Siteimprove and accessibility best practices while creating a more cohesive visual identity and messaging aligned with university branding.Streamlined communicationTo improve both the user experience and internal workflows, I designed and implemented a centralized contact process that replaced individual staff email addresses with a single point of contact for inquiries.OutcomeThe redesign created a more intuitive and accessible digital experience that better reflected the Center's evolving mission while making it easier for visitors to find information, access services, and connect with the organization.Specific analytics and internal planning documents have been omitted to respect organizational confidentiality.

Coordinating communications for a high-profile public event

Erin Brockovich special visiting lectureI developed and led the communications strategy for a high-profile public lecture featuring environmental activist Erin Brockovich, coordinating a multi-channel campaign that balanced complex audience segmentation, ticketing logistics, and external stakeholder approvals while generating awareness across the university and broader community.

Project at a glance

The challengeThe lecture was open to both the university community and the public, requiring a carefully coordinated communications strategy that balanced multiple audience groups, staggered ticket access, and an exclusive student Q&A event. All communications also required approval from Erin Brockovich's team while aligning with both university branding and the speaker's messaging requirements.My approachWorking closely with the Director of Events and Ceremonies and Director of Development, I developed and managed the campaign's communications strategy from announcement through post-event storytelling.I determined messaging priorities, communication cadence, and audience segmentation while writing and coordinating content across every stage of the campaign. This included the event press release, website content, email communications, social media messaging, promotional materials, newsletter content, and a communications toolkit for campus partners and student organizations to help amplify the event.Throughout the campaign, I collaborated with Erin Brockovich's representative to ensure all messaging and creative materials met approval requirements while maintaining consistency across every communication channel.Project highlightsAudience-first communication strategyDeveloped a phased communications plan that delivered the right information to the right audiences at the right time, accommodating early-access ticket windows, public registration, and exclusive student programming.Consistent messaging across channelsCreated and coordinated messaging across web, email, social media, print, newsletters, and partner communications, ensuring a cohesive experience from the initial announcement through post-event coverage.Cross-functional collaborationPartnered with university leadership, event staff, development, and external stakeholders to coordinate approvals, maintain brand consistency, and successfully support a high-profile public event.OutcomeThe campaign successfully supported a high-profile public event through a coordinated communications strategy that balanced multiple audiences, messaging priorities, and stakeholder expectations. Following the event, I extended the campaign through post-event storytelling, including feature coverage in the School's quarterly publication.Event announcement — Introduced the lecture, established campaign messaging, and provided event details and ticketing information.

• View the event announcement

Using storytelling to advance water safety awareness

Image courtesy of Indiana University School of Public Health-Bloomington

When Everyone Swims film screening campaignThe When Everyone Swims documentary screening was more than a single event—it was an opportunity to advance conversations around water safety, highlight faculty expertise, and strengthen community partnerships through a coordinated communications campaign. Working alongside the Director of Events and Ceremonies, I helped develop and execute a multi-channel campaign that promoted the screening while extending its impact through post-event storytelling.

Project details

The challengeThe School of Public Health-Bloomington hosted a community screening of When Everyone Swims, a documentary exploring water safety, access to aquatic recreation, and drowning prevention. The event featured the film's director, Olympic swimmer Lilly King, and a School of Public Health-Bloomington faculty member whose expertise was highlighted in the documentary. The communications strategy needed to promote a meaningful public event while positioning the School as a leader in water safety education and community engagement.My approachWorking closely with the Director of Events and Ceremonies, I helped shape the campaign strategy and led the development of messaging across every stage of the campaign. I wrote and coordinated communications for the event announcement, website, email marketing, social media, promotional materials, and campus outreach while collaborating with university partners and community organizations to expand the campaign's reach.Following the screening, I extended the campaign through post-event storytelling by highlighting faculty expertise, recognizing continued advocacy and achievements in water safety, and connecting the conversation to National Water Safety Month.Project highlightsCommunity-centered communications
Developed messaging that positioned the screening as both a community event and an opportunity to advance conversations around water safety and public health.Multi-channel campaignCoordinated messaging across web, email, social media, print, and partner communications to create a cohesive campaign from event announcement through post-event coverage.Extending the storyBuilt on the momentum of the event through strategic follow-up communications that highlighted faculty expertise, community impact, and ongoing water safety advocacy beyond the screening itself.OutcomeThe campaign supported a well-attended community event while extending its impact beyond a single evening through continued storytelling and strategic communications. By connecting the event to faculty expertise, community partnerships, and National Water Safety Month, the campaign reinforced the School's leadership in advancing public health education and outreach.Event announcement — The public event announcement introduced the documentary screening, established the campaign's messaging, and provided event details for university and community audiences.

• View the event announcement

Honoring a legacy through strategic storytelling

Image courtesy of Indiana University School of Public Health-Bloomington

Ryan White memorial sculpture unveiling campaignThe unveiling of Keep Going, a memorial sculpture honoring Ryan White, commemorated his legacy while fulfilling his dream of becoming part of the Indiana University community. Working alongside the Director of Events and Ceremonies, I helped develop and execute a multi-channel communications campaign that built awareness, coordinated stakeholders, and shaped the narrative around a deeply meaningful public event.

Project details

The challengeThe memorial sculpture unveiling marked a significant milestone in honoring Ryan White's legacy and the impact of his advocacy. The communications strategy needed to tell a deeply personal story while coordinating messaging across multiple university partners, community stakeholders, media outlets, and Ryan White's family. As interest in the event grew, communications also had to adapt to a venue change while maintaining a seamless attendee experience.My approachI helped shape the campaign strategy and led the development of messaging across every stage of the campaign. I wrote and coordinated communications for the event announcement, website, email marketing, social media, paid advertising, print program, and event signage while collaborating with partners across the university, including the Eskenazi School of Art, Architecture + Design.The campaign centered on the story of bringing Ryan White "home" to Indiana University. I helped shape this narrative and weave it throughout the campaign, connecting the sculpture's significance to the University's ongoing commitment to public health, education, and advocacy.Project highlightsStory-driven communicationsDeveloped messaging that emphasized the human story behind the memorial, positioning the unveiling as both a celebration of Ryan White's legacy and a meaningful moment for the Indiana University community.Multi-channel campaignCoordinated messaging across web, email, social media, print materials, paid advertising, media outreach, and on-site event collateral to create a cohesive communications experience.Cross-functional collaborationWorked closely with university partners, event leadership, designers, and external stakeholders to coordinate messaging, manage approvals, and successfully support a high-profile public event.OutcomeThrough strategic storytelling and coordinated communications, the campaign honored Ryan White's legacy while reinforcing the School's commitment to public health advocacy, education, and community engagement.Event announcement — The public event announcement introduced the memorial sculpture, shared the story behind its significance, and established the messaging that guided the campaign across all communication channels.

• View the event announcement

Telling the story behind an innovative partnership

Project details

• Read the published feature

Executive communications & speechwriting

Strong executive communications begin with understanding the audience, the speaker, and the purpose behind every message. I partner with university leadership to develop speeches and remarks that communicate institutional priorities while remaining authentic, engaging, and audience-focused. While much of my executive communications work is intended for internal audiences and cannot be shared publicly, the examples below reflect my approach to speechwriting and public-facing leadership communications.Featured speech
Ryan White Memorial Sculpture UnveilingWritten for the Dean of the Indiana University School of Public Health-Bloomington, this speech commemorated the unveiling of Keep Going, a memorial sculpture honoring Ryan White. The remarks connected Ryan White's legacy to the School's public health mission while reinforcing the significance of bringing him "home" to Indiana University.

• Read the speech

Ryan White Memorial Sculpture UnveilingRemarks prepared for Dean Kurt M. RibislIndiana University School of Public Health-BloomingtonA memorial sculpture honoring Ryan White was unveiled on the Indiana University Bloomington campus in June 2026. I wrote these remarks for the Dean of the School of Public Health-Bloomington to commemorate the occasion, honor Ryan White's legacy, and connect his story to the School's public health mission.Good afternoon and welcome.My name is Kurt Ribisl, and I proudly serve as Dean of the School of Public Health-Bloomington. Today marks a historic occasion as we gather to bring Ryan White home to Indiana University.Before we begin, I’d like to thank the Rural Center for AIDS/STD Prevention and RCAP’s Senior Director and Provost Professor Dr. William Yarber, who has championed this project from the very beginning.I’d also like to thank Melanie Cooper Pennington for her extraordinary artistic vision and the Eskenazi School of Art, Architecture + Design for their support in bringing this work to life.And finally, I’d like to thank Ryan’s family and all of you for joining us today. Your presence honors Ryan’s legacy in a profound way.And that legacy continues, as his story remains impactful as ever. Through his courage, advocacy, and refusal to be defined by stigma, Ryan became a national/international symbol of compassion and resilience. He showed the nation and the world that HIV could affect anyone, helping to shift the conversation and public perception at a time when it was urgently needed.His story touched people from all walks of life, including well-known public figures and celebrities. But perhaps most importantly, it resonated with countless individuals whose names we may never know—families, young people, teachers, healthcare workers, and peers who saw something of themselves in Ryan.And his impact continues today through the programs created in his name—programs that are still saving lives and strengthening communities across the country. Recent research from Johns Hopkins underscores just how critical that work remains, finding that without the Ryan White HIV/AIDS Program, new HIV infections could increase by nearly 50 percent by 2030. This is a powerful reminder that Ryan’s legacy is not only something we remember, but something that continues to help prevent tens of thousands of projected HIV infections and expand access to care, education, and support for over a million Americans living with HIV.That legacy began with something deeply personal. At a time when fear and misinformation around AIDS was rampant, Ryan’s greatest wish was beautifully simple—he wanted to go to school. He wanted to learn, be with friends, and live the life every young person deserves. That wish says a great deal about the kind of kid Ryan was and why his story continues to resonate so strongly.At the School of Public Health-Bloomington, we work toward a healthier future for individuals and communities through research, teaching, and engagement with the world around us. Ryan’s story reflected those values in deeply human ways. He reminded us that science and data are essential, but so is the humanity behind the work. Public health, at its core, is ultimately about people.Ryan dreamed of attending Indiana University. Though he passed before that dream could become a reality, today we fulfill his dream in a meaningful way. By having the bust of Ryan in the heart of campus at the Indiana Memorial Union—a space filled with students, learning, and discovery—we ensure that Ryan will continue to inspire generations to come.Melanie’s sculpture is a beautiful homage to a remarkable Hoosier. It captures not only Ryan’s likeness, but his spirit of courage and optimism. We are proud to be part of this moment and to welcome Ryan to IU in the way he always deserved.Thank you for being here to honor him, to remember him, and to carry his legacy forward.

Editorial planning & publication management

Notes From the Dean's Desk quarterly publicationAs lead editor for the School of Public Health-Bloomington's quarterly publication, I oversee the planning, development, and production of each issue from concept through publication. Working closely with our graphic designer, I help shape each issue's editorial direction, ensuring the written content and visual presentation work together to tell a cohesive story while strengthening connections with faculty, staff, students, alumni, and other stakeholders.

Project details

Check out our most recent issue

Experience

I've spent my career helping organizations communicate with clarity and purpose through strategic communications, storytelling, and thoughtful design. My experience spans higher education, nonprofit organizations, and cooperative governance, where I've led communications strategy, managed digital platforms, developed marketing campaigns, and created content that connects with diverse audiences.Indiana University, School of Public Health-Bloomington
Director of Content and OutreachIndiana University, Indiana Resource Center for Autism
Communications and Community Outreach CoordinatorBloomingfoods Co-operative Services
Board AdministratorExpertise
Strategic communications • Communications strategy • Executive communications • Content strategy • Campaign management • Editorial planning • Website strategy • Project management • Feature writing • Speechwriting • Brand management • Accessibility

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