Social Media Marketing
Carlson Global Institute | University of Minnesota | 2020
My work with the Carlson School of Management’s Global Institute for Study Abroad centered on three separate campaigns: the MoreThan awareness campaign, Identity Resources, and open enrollment for their study abroad programs.
For this first campaign, Carlson Global Institute partnered with two student groups from a Carlson Marketing Course, MKTG 4050: Advertising and Promotion, seeking proposals for a communications plan. The student groups were tasked with reviewing all marketing and communication materials for Education Abroad programming, including print, social media, email, and web content. The “More Than” campaign was recommended by one of the groups as a emotional campaign to pivot our social media toward emphasizing the appeal of study abroad, and that the International Experience is “More Than” just a class requirement.
#morethancarlsonabroad was be stamped on each of the highlighted campaign photos in one of these colors according to the Carlson School of Management brand guide. I reached out to students abroad in their programs for images and quotes and curated them for regular social media posts throughout the semester.
The second campaign of the school year focused on answering some of the students' deeper, yet common, questions about identity and mental health while studying abroad.
We launched a webpage called Identity Resources, and with each social media post we addressed one of the six most common areas that are asked about: LGBTQ+, multicultural students, International students, student veterans, mental health & wellbeing, and students with disabilities. The Identity Resources webpage then housed more in-depth content regarding how a student in one of these categories would go about finding an international program that works for them as well as ways to plan their trip around their particular needs.
My final campaign was during open enrollment of Carlson Global Institute's study abroad programs, and consisted of simply promoting each program that was available.
I took the liberty of visual aesthetics with this campaign by choosing high quality appealing images taken by students in each highlighted country and using a design system to turn them into cover pages for carousel posts. This gave our page a polished look when viewed as a whole.
Some programs were individual classes taken abroad for a short term (one week to one month), and some were long term programs taken at a particular international school (one semester to one year).
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