College of Arts & Sciences (CAS)
Executing an academic year-long communications strategy to increase awareness of CAS and boost engagement.
Objectives
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Increase engagement rate by at least 5% on student and faculty related posts in the next year
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Boost email marketing click-rates for the CAS Magazine by 15% in the next 2 magazine launches
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Develop content for three major campaigns over time in the next 6 months
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Key Performance Indicators:
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Link clicks
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Engagement
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Number of posts
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Platforms used:
Adobe Creative Suite, LinkedIn, Instagram, X/Twitter, Facebook, Mailchimp, Later (scheduling platform)
Strategy 1:
Instagram LinkinBio
​One of the first acts in my tenure was to modernize the Instagram account by adding a "LinkinBio" feature and migrating content creation to a professional scheduling platform, Later.
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Later allowed me to organize our LinkinBio clicks, increasing engagement on our editorial pieces and providing long term analytics on our accounts.
CAS LinkedIn
Students are uniquely interested in expanding their network, so a LinkedIn page was necessary. LinkedIn was also an appropriate space to post our professional related editorial pieces. Alumni also interacted more on LinkedIn.
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In the last year, the account garnered 400+ followers and a 10% engagement rate.
Strategy 2:
Long Term Seasonal Campaign
Monthly Student Takeover Campaign
Creating Long-term Engagement
I planned, organized, and executed numerous social media campaigns to boost engagement on all platforms.
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In my first year at CAS, I doubled the engagement rate on Instagram to 9.88%.
Strategy 3:
Newsletter and Magazine Launch (Email Marketing)
Using Mailchimp, I designed emails to at times 10,000+ stakeholders. The main objective for creating marketing emails for the magazine and center newsletters was to increase open rates and click rates.​
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In my first year at CAS, I sent 75+ internal communication emails, 3 magazine releases, and 12 newsletters. All emails had an 80%+ open rate.