DRIVING AN EMERGING BRAND’S STORY
Led content strategy for a new masters program, driving a 350% engagement increase across social platforms and 0 -> 1 a publication and podcast.
Project details
For
MS Design + Innovation Program at the University of Wisconsin–Madison
Role
Content Designer
Timeline
1 year
What if MD+I’s brand helped people imagine the designers they could become in our world?
This is the question that guided me this past year. As a new masters program, MD+I did not have any pre-defined content vision or strategy. When I began the role, I thought about the impact I wanted to strive towards.
This larger question opened up more questions about the kind of information that would serve this vision: What curriculum is available, and how could those learnings could manifest into their careers? Who will they collaborate with, and how will those relationships influence their perspective and skills gained? What kinds of conversations will they be a part of?
Strategy
Thinking about what content type could deliver this information, I audited the social media of five other competitor master programs. This allowed me to understand what information other programs felt were valuable in painting a detailed picture, as well what elements of media received the most engagement.
From there, I brainstormed by theme, made a strategy calendar color-coded by impact area, and over-layed it with our MD+I course and event calendar so I would be able to see the potential content generations for those days.
Selected Work
Below are just a few of my favorite content I produced for the MD+I program :)
CHICAGO, IL
THE GREAT LAKES REGION