Objective:
As the marketing coordinator assistant, my objective was to help establish a robust commuter life community through innovative digital marketing strategies, focusing on brand strategy, event marketing, community-building, and engagement. This involved developing a brand identity, creating signature events, and utilizing social media to foster interaction and build community awareness.
Key Strategies and Execution
1. Audience Insights & Targeting
- Conducted in-depth surveys and interviews with commuter students to gather insights on their needs and interests.
- Defined the target audience: commuter students seeking support and a sense of community on campus.
- These insights were foundational to shaping a tailored digital strategy that would resonate with this group.
2. Branding & Signature Event Creation
- Developed a unique brand identity for the Commuter Life Community, reflecting the diverse commuter experience.
- Introduced Commuter Life Appreciation Week, a signature event designed to foster community engagement and brand awareness.
- Partnered with key university departments to ensure cross-promotion and resource sharing, showcasing my partnership coordination skills.
3. Social Media Strategy & Management
- Created and managed a content calendar using Hootsuite to streamline and consistently post engaging content across Instagram, Twitter, and Facebook.
- Developed interactive posts, including commuter spotlights, event promos, and behind-the-scenes content, which drove engagement and interaction among students.
- Leveraged video content to enhance engagement—an example being Golf Kart Karaoke—which garnered 1.49K views on YouTube and 155 likes on Facebook, with 40+ participants in real life.
- My content creation and editing skills using Final Cut Pro were critical in producing high-quality promotional videos, as showcased in my portfolio.
4. Viral Campaign – Commuter’s Worst Nightmare
- Created an innovative and buzz-worthy event titled Commuter’s Worst Nightmare, designed to highlight and relate to the common struggles of commuter students.
- Promoted the event across all social platforms, significantly driving brand visibility. This event not only enhanced community interaction but also demonstrated my ability to strategically market events to drive viral success.
5. Rebranding and Logo Design
- Spearheaded a rebranding initiative, aligning the visual identity with the evolving community spirit of commuter students.
- Designed a new logo that encapsulated the core values and experience of the Commuter Life Community, leading to stronger brand recognition and cohesion.
6. Community Storytelling – Commuter of the Month
- Introduced a Commuter of the Month interview series that highlighted individual stories, humanizing the brand and strengthening community ties.
- Shared these interviews across social platforms, generating relatable content that inspired and connected the commuter community.
Results & Impact
- Viral Success: The Commuter Life Appreciation Week and Commuter’s Worst Nightmare events significantly increased the brand’s digital presence, going viral on social media and driving high engagement.
- Increased Engagement: Social media interactions surged, with students actively participating in discussions, sharing content, and contributing their own commuter experiences.
- Rebranding Impact: The new logo and updated visual identity contributed to a cohesive brand image that resonated strongly with the commuter community, enhancing brand loyalty.
- Community Growth: The implementation of these strategies resulted in tangible outcomes, including the launch of a mentorship program, the creation of a new commuter lounge, and the expansion of the department dedicated to commuter life.
Conclusion
This project demonstrates my ability to develop and execute a comprehensive marketing strategy that includes brand development, event marketing, social media management, and community building. Through creative problem-solving and strategic planning, I helped transform the Commuter Life Community into a vibrant and engaged entity, fostering a stronger sense of belonging for commuter students at Montclair State University.
Key Skills Demonstrated:
- Brand Strategy
- Partnership Coordination
- Event Marketing
- Influencer Outreach
- Social Media Management
- Content Creation & Video Editing (Final Cut Pro)
- Community Engagement & Storytelling
This case study is a testament to my capacity to drive impactful marketing campaigns and build lasting community connections, all of which are key skills for a marketing coordinator role.