Marketing & Undergraduate Recruitment
Marketing Content Creator & Editor Internship and Part-Time Contract
May 2024 - Present
University of Waterloo Registrar's Office
responsibilities
Social Media Management
Video Filming
Video Editing
Video Effects
Podcast Audio Mixing
Social Media Analytics
areas
Marketing
Graphic Design
Video Editing
Podcast Design
tools
Adobe Premiere Pro
Adobe After Effects
Adobe Photoshop
CapCut
Canon DSLR
Instagram Meta Analytics
GOAL
Connecting with Future Warriors
As a Marketing Content Creator for the University of Waterloo’s Marketing and Undergraduate Recruitment (MUR) Office, my goal was to create engaging digital content that resonated with prospective and current students, (or Future Warriors- the mascot of the school being warriors). I measured the success of this goal with MUR's main KPI's being engagement rate, accounts reached, and follower growth.
With social media trends evolving rapidly, the main challenge I had was to balance creativity with maintaining UWaterloo’s brand identity. Whether it was crafting Instagram Reels, producing podcast episodes, or analyzing content performance, each project was about creating an authentic connection between students but also aligning with UWaterloo's image.
SOCIAL REACH & ENGAGEMENT
How can I better engage the student body?
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
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.
SHORT CAMPUS INTERVIEW STYLE
SOCIAL ANALYTICS
What improved and what could do better?
However, not everything worked. 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.
POST TYPE PERFORMANCE
KPI PERFORMANCE SUMMARY (JULY - OCT 2024)
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
Capturing student stories in a meaningful way
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.
FILMING & AUDIO PRODUCTION
VIDEO EDITING
