Social media campaign:

A case study in humanizing an Instagram account

This section explores a brand awareness campaign I strategized and executed for Grand Valley State University’s Counseling Center as a Social Media and Graphic Design Assistant (August 2024 — December 2024).

DETAILS: Recognizing low student awareness and engagement with the Counseling Center's services due to generic social media content and hard calls-to-action, I took the initiative to develop a strategy to humanize their Instagram presence. This involved:

Data-Driven Analysis: Conducted competitive analysis of other counseling centers and a digital marketing data report on the Counseling Center's Instagram, identifying a lack of human-centered content as a key issue.
Strategic Proposal: Recommended a shift towards authentic, human-facing promotional content (photos and Instagram Reels) with softer call-to-actions.
Content Creation & Optimization: Developed engaging Reels showcasing services (appointments, group counseling, Let's Talk) and optimized captions for increased interaction.
Performance Monitoring & Iteration: Executed monthly social media data reports (tracking reach, interactions, and views) and implemented A/B testing to refine content strategy.

RESULTS: This human-centered approach led to a 232% increase in Instagram reach, growing from 5.6K to 18.6K in four months. My proactive, client-focused approach to my manager was also well-received.

Partnering with peer educators

To humanize the Counseling Center and promote the peer educator program, I focused on featuring the students themselves. As relatable brand ambassadors, their photos and personal descriptions were prioritized over generic graphics to build connection and awareness. Campaign highlights include:

1.4K accounts reached. 58 interactions. 2K views. Created in Canva Pro.

2.6K accounts reached. 51 interactions. 3.5K views. Created in Canva Pro.

Inspired by a popular trendy reel from MSU's Health and Wellness department.

Edited in Adobe Premiere Pro.
Accounts reached: 1.3K. Interactions: 85. Views: 1.9K, 66% of views being nonfollowers.

Improving event marketing

To better connect with students and promote events, I recommended shifting from generic Canva posts to featuring engaging photos.

EVENT: West Michigan Therapy Dogs
DETAILS: To better connect with students and promote a therapy dog event, I recommended shifting from generic Canva graphics to featuring engaging photos of the dogs. This strategy, implemented by my manager, led to a 727.9% increase in accounts reached.

Before

459 accounts reached.

After (improved)

3.8K accounts reached.

Highlights: 547 interactions, 73.5% being nonfollowers. 6.4K Views 6387, 74.2% being nonfollowers.

EVENT: Mental Health Ambassador Training
DETAILS: My suggestion to use a photo of past attendees for the mental health ambassador event built audience connection, resulting in faster sign-ups and a 1,303% increase in accounts reached.

Social media campaign:

A case study in humanizing an Instagram account

This section explores a brand awareness campaign I strategized and executed for Grand Valley State University’s Counseling Center as a Social Media and Graphic Design Assistant (August 2024 — December 2024).

DETAILS: Recognizing low student awareness and engagement with the Counseling Center's services due to generic social media content and hard calls-to-action, I took the initiative to develop a strategy to humanize their Instagram presence. This involved:

Data-Driven Analysis: Conducted competitive analysis of other counseling centers and a digital marketing data report on the Counseling Center's Instagram, identifying a lack of human-centered content as a key issue.

Strategic Proposal: Recommended a shift towards authentic, human-facing promotional content (photos and Instagram Reels) with softer call-to-actions.

Content Creation & Optimization: Developed engaging Reels showcasing services (appointments, group counseling, Let's Talk) and optimized captions for increased interaction.

Performance Monitoring & Iteration: Executed monthly social media data reports (tracking reach, interactions, and views) and implemented A/B testing to refine content strategy.

RESULTS: This human-centered approach led to a 232% increase in Instagram reach, growing from 5.6K to 18.6K in four months. My proactive, client-focused approach to my manager was also well-received.

Partnering with peer educators

To humanize the Counseling Center and promote the peer educator program, I focused on featuring the students themselves. As relatable brand ambassadors, their photos and personal descriptions were prioritized over generic graphics to build connection and awareness. Campaign highlights include:

1.4K accounts reached. 58 interactions. 2K views. Created in Canva Pro.

2.6K accounts reached. 51 interactions. 3.5K views. Created in Canva Pro.

Inspired by a popular trendy reel from MSU's Health and Wellness department.

Edited in Adobe Premiere Pro.
Accounts reached: 1.3K. Interactions: 85. Views: 1.9K, 66% of views being nonfollowers.

Improving event marketing

To better connect with students and promote events, I recommended shifting from generic Canva posts to featuring engaging photos.

EVENT: West Michigan Therapy Dogs
DETAILS: To better connect with students and promote a therapy dog event, I recommended shifting from generic Canva graphics to featuring engaging photos of the dogs. This strategy, implemented by my manager, led to a 727.9% increase in accounts reached.

Before

459 accounts reached.

After (improved)

3.8K accounts reached.

Highlights: 547 interactions, 73.5% being nonfollowers. 6.4K Views 6387, 74.2% being nonfollowers.

EVENT: Mental Health Ambassador Training
DETAILS: My suggestion to use a photo of past attendees for the mental health ambassador event built audience connection, resulting in faster sign-ups and a 1,303% increase in accounts reached.

Before

499 accounts reached.

After (improved)

7K accounts reached.

Highlights: 8.7K views. 130 interactions.

Social media campaign:

A case study in humanizing an Instagram account

This section explores a brand awareness campaign I strategized and executed for Grand Valley State University’s Counseling Center as a Social Media and Graphic Design Assistant (August 2024 — December 2024).

DETAILS: Recognizing low student awareness and engagement with the Counseling Center's services due to generic social media content and hard calls-to-action, I took the initiative to develop a strategy to humanize their Instagram presence. This involved:

Data-Driven Analysis: Conducted competitive analysis of other counseling centers and a digital marketing data report on the Counseling Center's Instagram, identifying a lack of human-centered content as a key issue.

Strategic Proposal: Recommended a shift towards authentic, human-facing promotional content (photos and Instagram Reels) with softer call-to-actions.

Content Creation & Optimization: Developed engaging Reels showcasing services (appointments, group counseling, Let's Talk) and optimized captions for increased interaction.

Performance Monitoring & Iteration: Executed monthly social media data reports (tracking reach, interactions, and views) and implemented A/B testing to refine content strategy.

RESULTS: This human-centered approach led to a 232% increase in Instagram reach, growing from 5.6K to 18.6K in four months. My proactive, client-focused approach to my manager was also well-received.

Partnering with peer educators

To humanize the Counseling Center and promote the peer educator program, I focused on featuring the students themselves. As relatable brand ambassadors, their photos and personal descriptions were prioritized over generic graphics to build connection and awareness. Campaign highlights include:

1.4K accounts reached. 58 interactions. 2K views. Created in Canva Pro.

2.6K accounts reached. 51 interactions. 3.5K views. Created in Canva Pro.

Inspired by a popular trendy reel from MSU's Health and Wellness department. Edited in Adobe Premiere Pro. Accounts reached: 1.3K. Interactions: 85. Views: 1.9K, 66% of views being nonfollowers.

Improving event marketing

To better connect with students and promote events, I recommended shifting from generic Canva posts to featuring engaging photos.

EVENT: West Michigan Therapy Dogs DETAILS: To better connect with students and promote a therapy dog event, I recommended shifting from generic Canva graphics to featuring engaging photos of the dogs. This strategy, implemented by my manager, led to a 727.9% increase in accounts reached.

Before

459 accounts reached.

After (improved)

3.8K accounts reached. Highlights: 547 interactions, 73.5% being nonfollowers. 6.4K Views 6387, 74.2% being nonfollowers.

EVENT: Mental Health Ambassador Training DETAILS: My suggestion to use a photo of past attendees for the mental health ambassador event built audience connection, resulting in faster sign-ups and a 1,303% increase in accounts reached.

Before

499 accounts reached.

After (improved)

7K accounts reached. Highlights: 8.7K views. 130 interactions.

Inspired by a popular trendy reel from MSU's Health and Wellness department.

Edited in Adobe Premiere Pro.
Accounts reached: 1.3K. Interactions: 85. Views: 1.9K, 66% of views being nonfollowers.

EVENT: West Michigan Therapy Dogs
DETAILS: To better connect with students and promote a therapy dog event, I recommended shifting from generic Canva graphics to featuring engaging photos of the dogs. This strategy, implemented by my manager, led to a 727.9% increase in accounts reached.

3.8K accounts reached.

Highlights: 547 interactions, 73.5% being nonfollowers. 6.4K Views 6387, 74.2% being nonfollowers.

EVENT: Mental Health Ambassador Training
DETAILS: My suggestion to use a photo of past attendees for the mental health ambassador event built audience connection, resulting in faster sign-ups and a 1,303% increase in accounts reached.

7K accounts reached.

Highlights: 8.7K views. 130 interactions.