How did I improve our brand resonance and campaign strategy,
as the vice president of brand management?stakeholders
- Delta Sigma Pi – Gamma Upsilon Chapter
- Delta Sigma Pi
- Babson College
responsibilities
- Project Management
- Social Media Management
- Website Development
- Graphic Design
- Video Production
- Data Analytics
objective
To transform our brand and campaign strategy into a digital-first approach, in order to improve the recruitment experience for prospective members and increase the amount of total registrations.
solution
Working in a team of six, we ideated and executed two recruitment campaigns. I designed a new website using WordPress, where I utilized our Google Analytics data to optimize the design flow. My team and I created marketing materials with Adobe Photoshop, Illustrator, and Premiere Pro.
RESults and deliverables
Website Development:
WordPress
Within one month, I built and designed our WordPress website with six main pages. With this user-friendly and up-to-date website, we saw an unprecedented a 41% increase in average monthly web traffic. Alongside our recruitment campaigns (see below), we yielded a 12% increase in student registrations compared to previous semesters.
recruitment campaigns:
Premiere Pro Videos
Using Adobe Premiere Pro, I produced our recruitment promo videos for Fall 2018 and Spring 2019. This new content type led to a 50% increase in our Instagram’s engagement rate!
Information Cards
In order to drive more traffic to our website and spread campaign awareness, I created business square cards that include essential recruitment information for potential new members. It’s a great tool for people to share our recruitment timeline with others, increase our physical presence on campus, and differentiate from other business fraternities.
Facebook Banners & Profile Picture Frames
Using Adobe Photoshop and Illustrator, my team and I created online marketing materials to promote our recruitment. We created graphics for our social media pages, in which we saw a 52% increase in Instagram post likes and 15% increase in Facebook post likes.
