Social Media & Digital Campaigns
Led social content and campaign design for the official UVA Student Engagement Instagram account, with a focus on growing reach, increasing engagement, and strengthening students’ emotional connection to campus life.
Creative Strategy & Process
Campaign
Development
Created the CIO Spotlight series to highlight student clubs and organizations, making involvement more visible and accessible
Event
Marketing
Designed weekly promotional posts for Tasty Tuesdays, positioning the event as a moment to refuel, de-stress, and connect in a shared campus space
Authenticity & Connection
Shifted visual strategy toward real photography—centering students, faces, and lived experiences to increase relatability and emotional resonance
Content
Optimization
Developed carousel posts with stronger visual hierarchy, more imagery, and less text to improve scannability and engagement
Cross-Team Collaboration
Partnered with programs across the Office of Student Affairs to extend reach, align messaging, and foster a cohesive sense of community
Results & Impact
1.2k Total Likes, Comments, and Shares
From October 2023 to January 2024, a 231% increase from the previous 90-day period
3.5k Accounts Reached
A 53% increase from the previous 90-day period
Increased Student Involvement
Overall growth in followers and increased student participation in events promoted through the platform
Key Takeaways
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Translating institutional goals into student-centered digital storytelling
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Using data to refine creative strategy and content formats
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Designing social campaigns that balance engagement, clarity, and authenticity
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Collaborating across teams to amplify reach and community impact