Creating a unified internal brand presence through social media platforms, content creation, short form videos and overall strategic design.
Role: Co-Vice President of Social Media Manager; Team Lead
Platforms: Instagram, Facebook, TikTok, LinkedIn, Meta Business Suite
Teams: Social Media, Graphic Design, Photo & Video, and Content & Copy
Building a Unified Brand Through Social Media
Client: The Agency at Quinnipiac (Internal)
Timeline: 12 weeks (Spring 2025)
Tools: Canva, CapCut, Microsoft Office
As Co-VP of Social Media, I oversaw the content strategy, graphic execution, and platform management for The Agency’s internal social media platforms. Working with a 7-member team, I delegated tasks, reviewed content, and ensured that all creative work aligned with our social media goals. Collaborating with the other teams at The Agency, we created a more intentional presence across digital platforms. Our campaign increased Instagram reach by +121.8%, improved recruitment by over 25%, and delivered a clearer, more exciting brand identity for prospective members.
As a team leader, I was responsible for the delegation and completion of tasks across our team while collaborating closely with other departments to bring the campaigns to life.
Summary
What is The Agency?
The Agency is Quinnipiac University’s award-winning, student-run communications firm, where students collaborate on real client campaigns across branding, social, and strategy. Despite our strong work, our internal presence lacked clarity, consistency, and reach.
While The Agency has always had a digital presence, their social media needed a revamp. The platforms needed to be more unified and on-brand to strengthen recruitment efforts and authentically showcase our team culture.
Many Quinnipiac students, our target audience, still were unaware about The Agency or how to apply, and we wanted to change that.
Our Objectives
Grow the number of applicants
Increase awareness of The Agency on campus through digital methods
Showcase The Agency’s team to make joining feel approachable, worthy and exciting
Build a content system to stay active over the summer
Before designing, we:
Reviewed past social posts for effectiveness in terms of analytics & user engagement
Found inspiration from other student orgs and agencies
Gathered content ideas as a team
We mapped our social campaign around four areas:
Who We Are – Meet the Team posts and interviews
What We Do – Project spotlights, descriptions of our role on campus, impact on clients
Why to Apply – Recruitment graphics, interviews, testimonials
Behind the Scenes – Reels, tabling photos, day in the life content, agency experiences
To stay organized, we used a shared Content Calendar on excel to manage several platforms, write out captions and schedule out content. There, we had a shared space to organize graphics, captions, and posting roles within our team. I was responsible for reviewing and editing outgoing content for consistency as well.
Research & Ideation:
-
Photo & Video
We co-developed an interview series with faculty and student leaders to provide an authentic perspective for Instagram Reels and TikTok. They also played a big role in capturing professional content at events and experiences.
-
Content & Copy
While some posts are text-heavy, they helped write and review captions and copy for several posts, ensuring messaging was consistent, clear, and engaging to best reach our target audience.
-
Graphic Design & Creative Director
Worked closely to produce on-brand visuals and graphics that aligned with The Agency’s message. Posts were always reviewed and quality checked by the creative director.
Reels & Short-Form Video
Reels showcase a behind the scenes, personal recap of Agency events, and interview style posts of students and faculty to reach new viewers.
Stories
Stories build community and show a closer BTS look at our day-to-day life in The Agency. Additionally, when promoting our applications, we added direct links and held a Q&A session.
Graphics, Posts & Carousels
Designed to share more information to interested students including Team Introductions, Project spotlights, FAQs and information about the Agency and its applications.
3 Key Content Areas
A semester-long internal content strategy and reusable content calendar system executed across 4 platforms (Instagram, Facebook, LinkedIn, TikTok)
Content plan expanded to a less extensive plan for the summer
Faculty/student interview content for Instagram Reels
New “project spotlight” to showcase past projects
Each piece was designed to capture attention while reflecting the teams’s energy, professionalism, and work!
Final Deliverables:
-
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
Results
Applicants: Increased by 25%+
Cross-Platform Growth: Boosted presence and engagement on all platforms and integrated Meta Business Suite
Campus Recognition: Increased visibility through social media, gaining awareness for the organization
Engagement: Increased reach, engagement and user interactions across all platforms, as shown above
Key Takeaways
Led a cross-functional team and delegated tasks across platforms for cohesive internal branding
Collaborated across departments to align visuals and branded messaging
Translated analytics into strategic design decisions
Learned that strong internal branding can be just as impactful as client-facing work
Found that consistent visual systems and smart scheduling fuel engagement and scalability