Using Faculty Storytelling to Engage Zarb Students on Instagram

The Task: Engage both prospective and current Zarb students by highlighting the business school’s value.

The Process: After researching social media accounts from competing universities, I found similar, student-centered content. This being, I sought to reach our audience through a different perspective and stand out. Using the commentary of the target audience themselves, I selected a beloved and recognizable marketing professor to create a “Day in the Life” post. I coordinated the filming of raw and authentic content by the professor through in person and email communication. Once received, I used Adobe Express and Hootsuite to edit and schedule the finished post and caption.

The Result: This post achieved 63 likes and an engagement rate of 6.53%, surpassing the industry benchmark of 1.00%-5.00%. This supports the change in perspective successfully met the campaign goal.