STUDENT LIFE & LEADERSHIP
DISCOVERFEST MARKETING CAMPAIGN
Discoverfest is one of the biggest events at California State University Fullerton, with attendance rates being close to 4,000 check-ins. This was one of the first initiatives I had to take charge on when starting my new role at CSUF, so it was crucial to develop an impactful campaign. This Discoverfest's theme was nostalgia and early 2000's, so I created campaign material that stayed relevant to the theme. This campaign was broken up into three different stages: the build-up/anticipatory marketing, day-of marketing, and retention marketing.
For the build-up/anticipatory marketing, the concept of the video was to implement the current popular trend of unpacking Pokemon cards. I created Student Life and Leadership student organization trading cards, which included the several clubs that will be at Discoverfest. For day-of marketing, I created interview-style videos that naturally generate a high rate of engagement and visibility. Lastly, I follow each event with a recap video to induce the feeling of "FOMO", with hopes that students look forward to the next Discoverfest.
Increasing Our Reach Through Campus Partnerships - One thing I wanted to do was to find potential collaboration opportunities with other areas on campus to increase marketing and visibility to students who may not be active on social media platforms. As a result, I presented the idea of collaborating with our campus' local coffee shop, Aloha Java, to provide them stickers to apply onto their cups.
This partnership was strengthened in the following semester and we expanded our marketing efforts by creating a themed menu. With each purchase of the themed menu items, students would receive an exclusive sticker.
ESTABLISHING A BRAND IDENTITY FOR THE DEPARTMENT
A large portion of my role for Student Life and Leadership was to lead the department in creating a thorough brand identity, both through social media and through physical media. This involved rebranding some of the programs led by Student Life and Leadership to follow campus brand guidelines, create new brand identities for new programs, and refine existing brand elements to ensure they remain current and relevant to the student population. Below are some of the branding projects I have created throughout my employment at CSUF.
WEBSITE REVISIONS AND IMPROVING USER EXPERIENCES
Some of Student Life and Leadership webpages needed to be overhauled to enhance the efficiency when accessing information. Additionally, it was pertinent to make the webpages appealing and consistent.
Here are some examples of the webpages I helped refine and improve. The campus uses a system called Omni, which makes website building very simple. The campus sets brand guidelines and includes a number of assets and codes to remain consistent with the entire CSUF webpages.
INTRODUCING NEW SUB-BRANDS AND SOCIAL MEDIA SERIES
Increasing brand awareness also required us to introduce new segments and sub-brands to help facilitate strengthening the SLL brand. With the help of my student assistant, we created a social media segment that allows student organizations to have a platform to talk about what makes their club/organization unique. This series has been an effective and desirable strategy for student organizations to participate in.
LOGO/GRAPHIC REBRANDS AND NEW BRAND IDENTITIES
