The Task: Inform Zarb business students of involvement opportunities on campus.
The Process: Through conversation and secondary research, I learned how younger students, especially freshmen, retrieve their information on social media. This includes academic events and announcements, often what is posted on the Zarb social media pages. A major pain point of this demographic is the need to fit in and find their place, something that the Zarb organizations provide. To reach this audience effectively, I created targeted content highlighting engagement opportunities. I used Adobe Express to edit photos, and Hootsuite to strategically add tags. My use of tags encouraged new students to explore Zarb accounts and their affiliated clubs. In addition, this caused current members to stay engaged and repost, thus increasing reach and impressions.
The Result: This post had an engagement rate of 7.60% and received 105 likes, exceeding standard engagement rates of 1.00%-5.00%. The subtle use of tags gave content a greater purpose and successfully reached the campaign objective.
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