🏆 PRSA Mercury Award: Bronze, Social Media Campaign (2025)

Building a Unified Branded
Social Media Page

Role
Co-VP of Social Media + Designer The Agency at Quinnipiac

Timeline
Spring 2025
12 Weeks

Scope
Instagram · Facebook · TikTok · LinkedIn · Strategy + Leadership

A strategic social media campaign that rebuilt an award-winning student firm's digital presence further boosting reach, strengthening brand identity, and driving measurable recruitment growth.

The Agency at Quinnipiac is an award-winning student-run communications firm, but many students on campus had no idea it existed, or how to join.

As Co-VP of Social Media leading a 7-person team, I built the content strategy, directed the creative execution, and managed the full platform workflow across Instagram, Facebook, TikTok, and LinkedIn. I also designed the content within brand guidelines, optimizing for each strategic goal.

The campaign increased Instagram reach by +121.8%, improved recruitment by over 25%, and delivered a clearer, more exciting brand identity for prospective members.

Overview

The Agency had two distinct audience needs: current members who needed a sense of community and belonging, and prospective members who needed to understand what The Agency was and why they should apply. The campaign had to serve both simultaneously.

Increase awareness of The Agency on campus and grow the applicant pool
Showcase team culture & work to attract high-caliber prospective members
Build a content system sustainable through the summer
Unify The Agency's brand voice across 5 platforms while maintaining platform-specific tone

Objectives

Process

Reviewed past social analytics to identify engagement patterns and high-performing content types
Studied comparable student org and creative agency accounts for inspiration and benchmarks
Structured the campaign around four content pillars: Who We Are, What We Do, Why to Apply, Behind the Scenes

Research + Insights

Led a 7-member team across Social Media by delegating responsibilities, reviewing all outgoing content for consistency, and collaborating with the Graphic Design, Content & Copy and Photo teams to produce cross-format assets.

Co-developed a short-form interview series with Photo & Video for Instagram Reels, Youtube Shorts and TikTok
Designed and brainstormed on-brand graphics and reviewed all team design output for visual consistency
Managed Meta Business Suite for scheduling, and analytics

Produced original content across four strategic pillars:

“Meet the Team” graphics
“Project Spotlight” posts
Recruitment Campaign for upcoming semester
Event coverage

Content Strategy + Planning

Every format served a specific strategic purpose, and authentic, personality-driven content was always prioritized over polished brand templates. We focused on three content areas:

Graphics, Posts & Carousels: Static content designed to inform and educate: Team Introductions, Project Spotlights, FAQs, and informational posts about The Agency's structure and opportunities.

Reels & Short-Form Video: Behind-the-scenes event recaps, student and faculty interview series, and personality-driven content built to reach new viewers and drive top-of-funnel awareness.

Stories: Daily community building and an unfiltered look at Agency life. During recruitment, Stories became a direct conversion tool through application links, live Q&As, and direct response prompts.

Content Creation + Execution

A unified brand campaign: four content pillars, a 12-week content calendar, platform-specific posting cadence across 4 channels, and a scheduled summer content bank for ongoing posting.

The campaign delivered a clearer Agency brand identity that is more approachable, more exciting, and more student-facing than previous years, while achieving measurable recruitment and reach results.

The Deliverables & System

View Live Insights

+121.8% Instagram reach
+25%+ recruitment improvement
PRSA Mercury Bronze, Social Media Campaign (2025)
Unified brand across 5 platforms

Outcomes + Metrics

Team leadership in a creative context means balancing quality control with creative trust. In toher words, reviewing all outgoing content doesn't mean overriding your team, it means setting a standard and holding it
I enjoyed the process of brainstorming ideas with the social media team and creating them with the graphic design team
Building a summer content bank was the most strategically forward-thinking thing we did, sustainability planning is part of campaign strategy, not an afterthought

Key Takeaways

Instagram

9.5k+ accounts reached (+121.8%)
47k+ views (62% non-followers)
1k+ profile views (+129.3%)
40 external link taps (+1,233%)
1.5k+ interactions over 250+ accounts
1.2k+ likes, 80 comments, 100+ shares
+27% of followers
Facebook

1.5k+ post views (+227.9%)
150 engagements (+325%)
+335% interactions
+35.5% followers
First time posting in FB groups such as QU family/parents pages
Connected to Instagram through Meta Business Suite
Linkedin

550+ page views (+87%) with 250 unique accounts (+85.2%)
2.3k+ accounts reached
1k+ clicks into content
5.2k+ total impressions
270 reactions, 14 comments, & 13 reposts
+75% followers
TikTok

3.5k+ total viewers (+395.5%) with 3.1k+ new viewers
5k+ post views ( +145.1%)
85 profile views (+48.3%)
135 total interactions: 120 likes, 8 comments, 10 shares
+75% followers