Western Michigan University
Giving Day 2025
To support Western Michigan University’s fundraising goals, I partnered with the social media and alumni teams, along with interns and students, to boost online visibility around Giving Day.
Using videos, branded story graphics, and alumni and student storytelling, we were able to complete a successful Giving Day content strategy. By incorporating trendy visuals, impactful moments, and approachable themes, the social media campaign drove donor engagement, increased Giving Day awareness, and helped support the largest fundraising campaign of the year.
Bedrock Detroit
Facebook / Instagram / Twitter/X / TikTok / LinkedIn
Bedrock Detroit is the largest commercial real estate company in Detroit, with an expanding footprint in Cleveland. During my time at Bedrock, I redefined their social media strategy, increased their online presence, and took a creative approach to their social media marketing and communications.
I created opportunities to enhance Bedrock’s online following by developing content that resonated with specific audiences, building strategic collaborations, and engaging with the community.
By implementing a robust, highly engaging social media content strategy, I grew their social media following by 25% and positioned Bedrock Detroit as a leader in the commercial real estate social media space.
Book Tower is one of the most iconic buildings in downtown Detroit and recently completed a 7-year, nearly 400 million dollar restoration. As momentum built for the grand opening, social media channels were launched in March 2023 to help drive awareness, showcase building amenities, and build excitement throughout the Detroit community.
Not only does Book Tower offer residential living, but the building also includes an extended stay hotel, ROOST Detroit, five vibrant dining options, and countless restored architectural features.
Building an engaged audience was a major goal when launching the channels, so I focused on content that resonated with target audiences, partnered with influencers to experience Book Tower, and created collaborative opportunities that resulted in viral moments.
Instagram became the primary driver of social media content and engagement, growing to over 13,000 followers in less than two years.
Decked Out Detroit
In 2022, I launched Bedrock Detroit’s lifestyle brand, Decked Out Detroit, on Instagram and Facebook. With nearly 20,000 followers on Instagram, Decked Out Detroit became a hub of information focusing on downtown Detroit activations & experiences, unique destinations, and influencer partnerships.
Hudson’s Detroit
Hudson’s Detroit is the latest development project at Bedrock Detroit. The project is the newest skyscraper being built in downtown Detroit in over 50 years. In late August 2025, we launched the Hudson’s Detroit social media channels with a series of content that featured the groundbreaking, history, brand reveal, and stories from the tradespeople working on the project.
Since the launch, the Instagram channel has grown to nearly 1,500 followers and the excitement continues to build throughout the Detroit community.
University of Michigan
While working at the University of Michigan, I had the opportunity to launch the university TikTok account and implemented a vertical video strategy that focused on the student experience, world class research and trends.
The vertical video strategy focused on both TikTok and Instagram Reels. After implementing the strategy, the university Instagram account grew 30K+ followers in the first 6 months.
UMich Students
While working at UMSocial, I ran the UMich students accounts that were created as a resource for students to learn directly from their peers.
Focusing on student takeovers, Instagram Lives, and strategic campus collaborations, this account developed into a reliable resource for all Wolverines.
To implement the strategy, I worked with student organizations, admissions counselors, and other student resource departments to ensure the content was in line with campus happenings.
With this strategy and over 24,000 followers, the Instagram account remains to be a highly successful university resource.
University of Michigan School of Information
Instagram / Facebook / X / LinkedIn
During my time at the University of Michigan, I collaborated with several schools, colleges, departments and institutes to help develop their social strategy and ensure compliance with UMSocial processes and procedures.
While working with UMSI, I helped build a social media strategy that included a thematic calendar, channel specific strategies, content overview and development, and monitoring and reporting recommendations.
By implementing this strategy, UMSI grew its social media following, with their most successful channels being X and LinkedIn.
Penn State Greater Allegheny
Instagram / Facebook / LinkedIn
After graduating from graduate school, I landed the opportunity to work for one of Penn State’s satellite campuses, Penn State Greater Allegheny, as a Public Relations/Social Media Specialist.
I created a social media marketing strategy that focused on student recruitment, retention, and recognition; community building and connection; academics and research; campus initiatives and development fundraising.
By incorporating a consistent social media content strategy that included photography, video, motion/static graphics, I was able to redefine the way the campus utilized its social media channels, increase their brand awareness, and help achieve their institutional goals.
Isaac Baker Menswear
Social Media Strategy 2019 (Quarter 1)
Beginning in 2019 I challenged myself to find some freelance work. I was connected to Isaac Baker Menswear through a co-worker and was granted the opportunity to develop a social media strategy for the shop. In the strategy I did an overview of the company, competitors, and included a social media content campaign for the first quarter of 2019.
Angel Arms Infant Recovery Home
Social Media Strategy
As I wrapped up my final semester of graduate school, I had the opportunity to work alongside a nonprofit, Angel Arms Infant Recovery Home, where I assisted in developing a digital/social media marketing plan. In the plan, I focused on strategies for growing Angel Arms’ online presence. Together, we worked on revamping their Facebook page by reconstructing their posts, paid promotions, photos, and more. The next step in the plan was to create a simple website and start producing their own online content, such as blogs, videos, and compelling stories about Neonatal Abstinence Syndrome.
One of the areas I wanted to focus on with Angel Arms Infant Recovery Home was the restoration of the building they were renovating. The building, located in Latrobe, PA, holds a lot of history, and the community rallied behind both the renovations and Angel Arms. Since the nonprofit was in the early stages, I focused on the community, the restoration of the historic building, facts about Neonatal Abstinence Syndrome, and fundraising events hosted by Angel Arms as the starting point for their online journey. Even though it was only a school project, I felt very connected to the organization and wanted to be a part of their future success. Access the plan created below.
Justin Varney's Portfolio 