Western Region Public Health Training Center
The Western Region Public Health Training Center (WRPHTC), housed at the University of Arizona, is part of a national network dedicated to advancing public health workforce development.
Project Overview
Role
Social Media Manager
Content Strategy
UX/UI designer
Website Accessibility Expert
SEO Specialist
Tools
Metricool
Mailchimp
Asana
Figma
WordPress
Moodle
Drupal
Google Analytics
Overall Goal:
To provide actionable insights and recommendations to enhance WRPHTC's social media performance, increase brand visibility, foster community engagement, and support its mission of advancing public health education and training in the Western Region.This work includes evaluating platform performance, content effectiveness, audience demographics, competitor insights, and industry best practices.
Target Audience
To maximize impact, we identified key audiences for WRPHTC’s training and resources:
Public health professionals across all levels, from frontline workers to senior leaders
Students in public health, nursing, and behavioral health programs
Nonprofit and private health organizations, including dietitians and healthcare specialists
This diverse audience ranges from emerging professionals to experienced leaders, requiring a strategic approach that balances accessible learning with advanced, industry-specific insights.
Website
I oversaw WRPHTC’s transition from Drupal to WordPress, focusing on UX improvements, content updates, and accessibility. I ensured system updates for the Moodle-based LMS and designed the new website prototype while refining the language for better engagement.
Old Website
New Design
I redesigned the website, refining the language and enhancing user experience and engagement with a responsive design approach, ensuring seamless usability across desktop and mobile devices. I oversee website accessibility using platforms like WAVE and Dubbot, and I optimize SEO with Yoast to improve visibility and usability.
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45%
Website Outcomes
After transitioning to the new website, we saw a 45% increase in total users in the following quarter compared to the previous one.
Average session duration increased from 2 to over 3 minutes after the website redesign, indicating improved user engagement.
Social Media
Platforms
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X
Social Media Platform Outcomes
We identified that different target audiences engage on different social media platforms. For example, students are more active on Instagram, where we can create visually engaging content to drive interaction, while public health professionals and industry leaders are more likely to engage with content on LinkedIn for professional development and networking.
58.4% increase in total social media followers from 2020 to 2023
LinkedIn experienced the most significant growth, representing 66.3% of the total increase in social media followers.
Overall, there was a 5.6% quarter-over-quarter increase in total followers across all platforms.
58.4%
Paid ads
To increase our reach, we also ran paid ads on Instagram, Facebook, and LinkedIn for specific campaigns aimed at our target audience (2020 - 2021)
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Content Creation and Copywriting
The WRPHTC relies on Mailchimp for email campaigns and sustains a subscription newsletter. As an accredited provider, permission to use NCHEC's (National Commission for Health Education Credentialing) contact list was granted. The primary objectives were to uphold schedule consistency, boost the click-through rate, enhance skimmability, improve text and visuals, and strengthen the call-to-action (CTA).
NCHEC List Campaign:
This list is primarily used to promote trainings that offer specific continuing education credits. Before each quarter, the campaign is sent to ensure public health professionals have time to choose one of the WRPHTC trainings and receive the necessary credits to maintain their affiliation by the end of the quarter.
WRPHTC Newsletter:
This list is instrumental in promoting all WRPHTC and partner trainings, webinars, news, and announcements. Scheduled for distribution every two months, subscriptions are primarily facilitated through the WRPHTC website. To further boost subscriber numbers, we've integrated an additional sign-up option during LMS (Moodle) registration, leveraging the potential interest in our trainings.
28.8%
28.8% increase in total subscribers across all platforms from 2020 to 2023
The WRPHTC newsletter audience has the highest subscriber count in Arizona, followed by California, Nevada, and Hawaii, respectively. This alignment perfectly follows our target audience (the states within the WRPHTC region).
Before
After
