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Work History

December 2015present

Associate Dean for Enrollment and Communications

Emory University, Nell Hodgson Woodruff School of Nursing

  • Provides leadership for undergraduate and graduate enrollment management, financial aid strategy, marketing, communications, student affairs, and career services
  • Executed the School of Nursing’s most comprehensive, data-driven marketing campaign for admissions, which resulted in a 23 percent increase in enrollment in one year and recruiting the highest quality student population in the school’s recent history
  • Oversee the day-to-day operations for a team of 10 enrollment and communications professionals
  • Manage a $5 million+ budget for operations and financial aid
  • Collaborate with deans, associate deans, key executives, and other University leaders to improve enrollment management and branding strategy
  • Oversee strategic messaging and the content marketing strategy for the School of Nursing’s award-wining website, magazine, social media campaigns, advertising campaigns, publications and digital collateral
April 2015December 2015

Assistant Dean for Communications and Public Relations

Emory University, Nell Hodgson Woodruff School of Nursing
  • Developed and executed a comprehensive communications and engagement strategy for prospective students, current students, faculty, staff, and alumni
  • Cultivated and supervised a team responsible for brand positioning, communications, market research, media relations, social media, content strategy, and event support
  • Managed strategic communications partnerships and sponsorships to advance the School of Nursing’s brand
  • Launched comprehensive brand campaign in concert with a team of writers, designers, and photographers
  • Developed and implemented plan to increase the profile of nursing faculty through strategic communications
  • Led the School of Nursing’s Net Promoter System to focus on continuous quality improvement, boosting morale, and creating brand loyalty among faculty, staff, and students
  • Oversaw content strategy for the School of Nursing marketing collateral, website, email marketing campaigns, social media efforts, and publication development
  • Managed the school’s research communications initiatives
Feb 2010April 2015

Director, Communications

Emory University Nell Hodgson Woodruff School of Nursing
  • Developed and executed internal and external communications programs for Emory University’s Nell Hodgson Woodruff School of Nursing
  • Created content for marketing materials including websites, publications, brochures, direct mail appeals, annual reports, advertising, and e-newsletters
  • Directed media relations program that increased the nursing school’s publicity by more than 200 percent, including placements in major media outlets such as Reuters and the Associated Press
  • Managed the nursing school’s social media programs and email marketing programs for admissions
  • Developed presentations, scripts, and talking points for nursing school leaders
Jan 2008Jan 2010

Manager, Public Relations

University of Pittsburgh Office of Institutional Advancement
  • Developed and executed national public relations, marketing, and event programs to raise awareness about the University’s $2 billion fundraising campaign
  • Developed press materials, arranged media interviews, and organized press briefings
  • Created design briefs and wrote content for marketing materials including websites, publications, brochures, direct mail appeals, annual reports, and e-newsletters
  • Managed relationships with marketing agencies, photographers, and other external vendors
  • Supervised junior-level staff, managed communications budget, and managed project timelines
  • Generated more than 162.5 million media impressions across the globe for fundraising campaign
  • Launched the University’s first email marketing campaign and social media campaign
  • Increased online giving by 40 percent with the launch and promotion of the Pitt Giving web site
      Feb 2007Jan 2008

      Associate Director, Public Relations

      University of Pittsburgh Office of Institutional Advancement
      • Planned and executed external and internal communications programs
      • Managed buzz marketing campaign for the launch of the University’s $2 billion fundraising campaign, which included publicity coordination and a high-profile event with more than 2,000 attendees
      • Coordinated the measurement and evaluation of communications projects and campaigns
      Feb 2005Feb 2007

      PR Coordinator

      University of Pittsburgh Office of Institutional Advancement
      • Served as assistant editor for award-winning University magazine
      • Served as liaison with designers, photographers, and web programmers for marketing projects
      • Coordinated publicity for division by developing press releases and tracking media coverage
      Aug 2004Dec 2004

      Corporate Communications Intern

      Southern Progress Corporation (a division of Time Warner)
      • Wrote press releases for national magazines such as Southern Living and Coastal Living
      • Assembled press kits and national media lists
      • Assisted in promoting Southern Living Cook-Off, Idea Houses, and other special events
      • Wrote and edited articles for internal magazine, Southword

      Education

      Aug 2006Oct 2009

      Master of Business Administration

      University of Pittsburgh
      • Received well-rounded business education with coursework in marketing, human resources, strategy, economics, and finance
      • Worked on a consulting project for a major health insurance provider 
      Jan 2001Jan 2004

      Bachelor of Arts

      University of Alabama
      • Graduated magna cum laude from one of the nation's strongest communications programs.

      Invited Presentations

      • 2016, Transforming the Student Experience at Emory's School of Nursing, American Association of Colleges of Nursing Annual Conference, Orlando, FL
      • 2014, Social Media Fundraising 101, Sinclair, Townes, & Company Conference, Atlanta, GA
      • 2013, Digital Impact: How to Use Social Media to Boost Fundraising, Association of Fundraising Professionals Annual Conference, Pittsburgh, PA
      • 2012, Digital Impact: How to Use Social Media to Boost Health Care Fundraising, Association of Healthcare Philanthropy International Conference
      • 2011, 10 Digital Strategies to Enhance Your Admission Marketing Efforts, American Association of Colleges of Nursing Annual Conference, Pittsburgh, PA

      Awards & Honors

      • 2016, Award of Excellence, Public Relations Society of America, Emory Nursing Magazine
      • 2016, Award of Excellence, Public Relations Society of America, Emory Nursing Website Redesign
      • 2015, Phoenix Award, Public Relations Society of America, Direct Response Campaign, You're In! Welcome to Emory's School of Nursing
      • 2015, Phoenix Award, Public Relations Society of America, Emory Nursing Magazine
      • 2014, Shining Star Award, Public Relations Society of America
      • 2013, Phoenix Award, Public Relations Society of America, Emory Nursing Magazine
      • 2013, Award of Distinction, Emory University
      • 2013, PRSA Chapter Champion Award
      • 2013, Public Media Award, Sigma Theta Tau International, Lillian Carter Center Decade Report
      • 2012, Public Media Award, The Gulf Coast Oil Spill: A Nurse's Perspective, Sigma Theta Tau International 
      • 2012, Phoenix Award, Public Relations Society of America, Emory Nursing Magazine
      • 2012, Award of Honor, Public Relations Society of America, Lillian Carter Center Decade Report
      • 2009, Award of Honor, International Association of Business Communicators, Pitt Giving Web Site
      • 2007, Renaissance Award, Public Relations Society of America, World of Giving Magazine
      • 2006, Award of Honor, International Association of Business Communicators, World of Giving Magazine
      • 2006, PNC Bank Fellow, National Black MBA Association Fellowship Award
      • 2005, Accolade Award, Council for Advancement and Support of Education, Pitt Giving Web Site

      Volunteer Activities

      • 2017, Secretary, Board of Directors, Public Relations Society of America, Georgia Chapter
      • 2014-2016, Board of Directors, Public Relations Society of America, Georgia Chapter
      • 2010-2015, College Relations Committee, Public Relations Society of America, Georgia Chapter
      • 2010, Phoenix Awards Celebration Committee, Public Relations Society of America, Georgia Chapter
      • 2009, G-20 Summit international media relations volunteer 
      • 2006-2009, Public Relations Society of America, Pittsburgh Chapter, Board of Directors 
      • 2008, Public Relations Society of America, New Professionals Executive Committee
      • 2008, Allegheny County Presidential Campaign Volunteer
      • 2008, Pittsburgh Young Professionals
      • 2005-2007, Council for the Advancement and Support of Higher Education
      • 2005-2006, University of Pittsburgh Staff Association Council 

      Summary

      Jasmine Hoffman is an award-winning professional with a diverse background in public relations, communications, and marketing. She received her Accreditation in Public Relations (APR) from the Public Relations Society of America in 2010. She currently serves as the Associate Dean for Enrollment and Communications at Emory University's Nell Hodgson Woodruff School of Nursing. She is an active member of the Georgia Chapter of the Public Relations Society of America. 

      Specialties: 

      • Strategic Communications Planning 
      • Budget Development and Supervision
      • Media Relations
      • Organization and Execution of Special Events
      • Internal & External Corporate Communications
      • Brand Management
      • Online Marketing
      • Social Media Marketing
      • Writing/Editing

      Brand Campaign Samples

      Marketing Materials

      Writing Samples