Anna Morcerf
Where story meets systems
I think about how ideas are structured, communicated, and understood—and turn that into practice.
About
I’m a marketing and communications strategist with a background in storytelling, project management, and higher education. I’m currently completing my MFA in Creative Writing, where my work is shaped by place, memory, and voice.
In my professional work, I craft campaigns, content, and systems that make complex ideas clear. Much of that work lives at the intersection of events, editorial, and emerging technologies like AI—where clarity, structure, and intention matter just as much as creativity.
I’m especially interested in how we communicate in an increasingly automated world: what gets lost and what still holds. My approach is grounded in both structure and sensitivity—to audience, to language, and to the way ideas become action.
This site reflects both sides of my work: the writing and the systems that support it. I write fiction and creative nonfiction, and work professionally across project management and communications, with a focus on editorial, marketing, and events.
Where to reach me
Where to reach me
Strategic Marketing & Communications
Projects that reflect how I approach messaging, strategy, and structure across events, campaigns, and editorial work.
Lunch With the New York Time’s Chief Brand and Communications Officer
With a short turnaround and a narrow promotional window around spring break, I led audience-facing communications for a Lunch & Learn event featuring David Rubin, Senior Vice President and Chief Experience Officer at The New York Times Company. The goal was to generate strong attendance among students, faculty, and staff through clear positioning, timely promotion, and campus-based visibility.
What I Did
Wrote the event registration page copy and messaging
Developed email copy, subject lines, and preview text
Planned email send timing around spring break to maximize visibility and response
Built and distributed event communications in HubSpot
Used Wrike to coordinate creative marketing deliverables and timelines
Managed requests for welcome screens and event photography
Shared promotional PowerPoint slides with faculty whose students were a strong fit for the event
My Approach
Because the event came together quickly, timing and message clarity mattered. I chose to avoid sending major promotions before spring break, knowing this audience was more likely to engage once they were back on campus and able to act immediately. I also supported outreach beyond email by equipping faculty with slides they could share directly with students in relevant classes, helping the event gain traction through both inbox and classroom visibility.
Results
174 event page views
91 form submissions
55% of page traffic came from email
40% of page traffic came from faculty-shared PowerPoint slides
Flo Milli at American University
I supported the promotion and execution of an AU-only Flo Milli concert by managing registration, audience-facing event communications, and supporting editorial storytelling tied to the student experience behind the event. The project brought together live event marketing, operational coordination, and content strategy across multiple touchpoints.
What I Did
Built and managed the Eventbrite registration page
Wrote and sent promotional emails to drive registrations
Managed registration communications and attendee flow
Worked the on-site help desk during the event
Project-managed creative deliverables with the creative marketing team
Oversaw the execution, editing, and publishing of an editorial feature tied to the event
Approach
This project required balancing promotion, logistics, and storytelling. One key difference was targeting the entire AU student body rather than just Kogod students. Alongside driving attendance through registration and email communications, I helped ensure the event was supported by a strong content ecosystem—both in advance of the concert and through an editorial feature that extended its impact beyond the event itself.
Results
Registration and attendance data to be added
Public-facing event registration and promotional campaign launched successfully
Editorial feature published to support and extend event visibility
A Conversation with Jon Gray, President and COO of Blackstone, the World’s Largest Alternative Asset Manager
With a high-profile speaker and multiple stakeholder audiences, I led end-to-end marketing and communications for a flagship Kogod event featuring Jon Gray, President and COO of Blackstone. The goal was to drive strong in-person attendance while expanding access through a virtual livestream, using targeted messaging and a segmented audience strategy.
What I Did
Owned full event marketing lifecycle as project manager, from strategy through execution
Developed audience-specific messaging across students, alumni, advisory board members, university leadership, and external stakeholders
Wrote and deployed multi-touch email campaigns, monitoring performance and optimizing messaging in real time
Built and managed three distinct HubSpot landing pages (in-person, livestream, hybrid) to support segmented audience journeys
Tracked registration data and adjusted campaign strategy to maximize conversions
Partnered closely with the Dean’s Office and event leadership to align messaging with institutional priorities
Led creative coordination across teams using Wrike, ensuring the timely delivery of all marketing assets
My Approach
Given the scale and visibility of the event, I focused on segmentation and accessibility. Rather than a one-size-fits-all campaign, I built tailored registration pathways and messaging strategies for each audience group.
This included differentiating the in-person experience for campus audiences while creating a streamlined virtual pathway for external stakeholders. I also used real-time performance data to refine messaging between sends, ensuring continued engagement across touchpoints.
Results
287 in-person RSVPs and 165 virtual registrations
33.57% open rate and 12.23% click-through rate on initial in-person email
Strong cross-audience engagement through segmented campaigns and tailored landing pages
High-impact visibility among internal leadership, alumni, and advisory board stakeholders
Driving Prospective Student Acquisition Through Editorial Strategy
I lead editorial strategy for Kogod’s digital content platform, developing AEO-optimized stories aligned with institutional priorities, including AI, sustainability, and experiential learning. These pieces are designed not only to inform, but to attract and convert prospective students by answering real-world questions and showcasing program value.
Working with admissions, I identify programs that require increased visibility and build content strategies that support both top-of-funnel discovery and mid-funnel engagement.
What I Did
Owned editorial strategy aligned with admissions and program growth goals
Partnered with admissions to identify priority programs and enrollment needs
Wrote and optimized high-performing articles using AEO/SEO best practices
Built content around high-intent topics (AI, sustainability, personal finance, career outcomes)
Integrated editorial into email marketing and prospective student nurture campaigns
Leveraged HubSpot analytics to track performance and refine content strategy
Positioned faculty research, rankings, partnerships, and student outcomes as recruitment drivers
My Approach
I positioned editorial as a core acquisition channel, not just a storytelling platform.
Rather than publishing general news, I focused on creating high-intent, search-driven content that answers the exact questions prospective students are already asking. This included topics like AI’s real-world applications, sustainability careers, and financial decision-making—areas directly tied to Kogod’s academic programs.
I also developed content clusters (AI, ESG/sustainability, career outcomes) to build authority in key areas and increase discoverability. These articles were then extended into email campaigns and admissions outreach, ensuring a cohesive experience across the prospective student journey.
Results
Generated 58,302 editorial page views over 12 months, with +43.66% year-over-year growth
Established editorial as a consistent source of organic, high-intent traffic
Top-performing article reached 4,482 views, demonstrating strong demand for AI-focused content
Sustained engagement across key content pillars:
AI and emerging tech
Sustainability and ESG careers
Personal finance and career decision-making
Supported program visibility and recruitment efforts by aligning content with MS in Analytics & AI, Sustainability Management, and Accounting programs
Extended content reach by integrating articles into email campaigns and admissions marketing workflows
Strategic Impact
Validated AI, sustainability, and career-focused content as high-performing acquisition drivers
Created a scalable editorial framework that supports both brand awareness and enrollment goals
Equipped admissions and marketing teams with high-performing, reusable content assets for outreach, yield, and engagement
Copywriting & Editing
I create cross-spectrum content from narrative, interview-driven features to SEO and AEO-informed pieces built around search intent, discoverability, and conversion.
Is an MS in Business Analytics & AI Worth It?
AEO-driven article structured around search intent and question-based queries, translating program value into clear, decision-focused content, supported by an accompanying video for multi-format engagement.
Outside In
Alumni feature exploring how biophilic design and sustainability principles translate into entrepreneurship, connecting student experience to real-world impact through narrative storytelling.
An Inherited Identity: The Pitfalls of a Family Business
Interview-driven feature using Succession as a lens to explore leadership, identity, and power dynamics in family-run companies, translating expert insight into accessible business analysis.
Unlocking Climate Impact Through Sustainable Procurement
Thought leadership positioning sustainable procurement as a scalable climate solution—optimized for organic search and prospective student engagement.
Kogod Alumna Shares the Secrets for C-Level Success
Alumni feature translating executive career insights into actionable leadership takeaways, highlighting mentorship, risk-taking, and strategic career growth.
Barbie Means Business
Timely feature breaking down the Barbie movie’s global marketing campaign and how nostalgia fuels consumer behavior, grounded in expert commentary and cultural context.
Creative Work
Selected fiction and public readings. Additional publications forthcoming.
Breakers (Novel, MFA Thesis) — 2026)
A new adult literary novel set in Montauk, NY, exploring memory, class, and evolving relationships over the course of a summer. Completed as part of my MFA in Creative Writing at American University.
Upcoming Reading — May 10, 2026
Public reading at Politics and Prose in Washington, DC, featuring excerpts from Breakers.
CAFE MFA Interview — Oct 16, 2025
Cafe MFA Literary Blog interviewed me about my MFA thesis novel, Breakers, a literary coming-of-age novel about friendship, love, class, queerness, and coastal belonging.
Read the interview →
Managing Editor, FOLIO Literary Journal (Vol. 41 — “In Between”)
Managed editorial production and deadlines across section editors in collaboration with the Editor-in-Chief. Oversaw contributor communications, including contracts for accepted authors, ensuring a smooth publication process. Read it here→
Nonfiction Editor, FOLIO Literary Journal (Vol. 40 — “Mirrors”)
Reviewed and selected nonfiction submissions, edited accepted pieces, and worked directly with authors through revision. Read it here→