College Marketing Campaigns
Student Health Services
The Goal
For my senior capstone course, my team (Big Apple PR) was tasked with launching a campaign for our university’s health and wellness center. Throughout the semester we worked closely with the Student Health Services staff to understand what message they wanted to send to the student body so that CCNY attendees could better utilize the services.
The Content
I was responsible for my team’s social media management and design elements. Our Instagram account showcased mental health facts and self-care tips while also promoting our virtual event to CCNY students. We partnered with clubs and organizations within the school to repost our content on their stories and we did the same for them.
The Metrics
Our Instagram profile had over 2,000 impressions and 500 profile visits after only two months. We had over 50 attendees for our virtual information session promoting Student Health Services, where CCNY students got to learn and ask questions about what the health center offers.
The Result
Our virtual event helped raise awareness and start a conversation about student mental and physical health during the COVID-19 pandemic. Student Health Services was pleased to tell us that they did see an uptick in students reaching out and visiting the virtual office as finals season began.
Pret-A-Manger
The Goal
My class was assigned to launch an integrated communications marketing plan for the chain food establishment, Pret-A-Manger. Within the marketing plan, we individually had to create our own social media campaigns to market to a younger audience.
Banner Ad
Part of the assignment included mocking up potential ads that would sick out to the target audience, which is why I largely focused on student life for my proposals.
Digital Ad
Here I drafted what the Pret rewards feature could look like, which was not offered at the time. Pret's main competitors all had rewards programs for customers so I wanted to showcase how a unique reward offer for students could help bring in young people.
Blistex
The Goal
My classmates and I were asked to conceptualize a campaign for Blistex lip balm, using social media as the primary focus. We created the “#WhatsYourBliss” hashtag to encourage followers to engage with the brand and associate Blistex with pleasant experiences in their life.
