Marketing Content Creator & Editor
University of Waterloo Marketing & Undergraduate Recruitment
Overview
At MUR, my role included producing social videos, graphics, and podcast content aimed at engaging prospective “Future Warriors.” Over 12 months, I balanced trend-driven creativity with UWaterloo’s brand standards while supporting both content creation and performance analytics.
Goals
My goals were to create digital content that felt authentic to student life while improving MUR’s key metrics: reach, engagement rate, and follower growth. I also aimed to elevate low-performing static posts through more dynamic presentation and help strengthen student connection through the Hello Warrior Podcast.
Results
Through short-form video and trend integration, my content reached 104,956 accounts in 90 days, driving a 30.7% increase in reach from non-followers and 22.8% from followers. I also filmed and edited multiple podcast episodes, managing on-set audio and full post-production to capture student stories more meaningfully.
SOCIAL REACH & ENGAGEMENT
Short-form video quickly became the best way to meet students where they were already scrolling. I focused on two key formats that worked exceptionally well. Trend integration and interview style.
My most viral reel I made in my time here- I leveraged the viral Brat trend to promote campus locations for campus tours. Posted in August, these stats were pulled from the month of September 2024. The reel reached a total of 24,343 accounts, 2,784 interactions, and over 42K views in the span of 1 month.
POST TYPE PERFORMANCE
During my research analytics presentation for socials, I noticed that static grid posts with stock photos from the school consistently saw low engagement. While I didn’t always have control over these posts, it was clear that visually unengaging content struggled to capture attention. I saw an opportunity to present important information in a more dynamic way— something I believe could enhance student engagement and retention.
KPI PERFORMANCE
By tapping into trending content while keeping it relatable, our Instagram Reels reached thousands of students, sparking conversations and increasing engagement across the UWaterloo community. In the time period of 90 days during and after the dates I posted reels for @uofwaterloofuture , I was able to reach a total of 104,956 accounts with a 30.7% increase in non-followers and 22.8% increase in followers. In terms of engagement, 5,214 accounts engaged with 146 interactions mainly through reels.
PODCAST PRODUCTION & EDITING
The Hello Warrior Podcast gave prospective students an inside look at university life, told by the people experiencing it firsthand. My role included both being in charge of filming & audio on set, as well as post-production video editing.
