Project Details
Tools: Canva, CapCut, Instagram, Google Sheets, ChatGPT
Timeline: One semester
Project Type: School project/ client work
Timeline: One semester
Project Type: School project/ client work
Key Skills
- Skill 1: Content Creation
- Skill 2: Social Media Strategy
- Skill 3: Video Editing
The Challenge
The problem:
In this course, my team was tasked with developing social media content for the Miami University Marketing Department based on in-depth research and analysis.
In this course, my team was tasked with developing social media content for the Miami University Marketing Department based on in-depth research and analysis.
The objective of the project:
To create engaging, on-brand social media content that resonates with the target audience and performs well based on platform metrics.
To create engaging, on-brand social media content that resonates with the target audience and performs well based on platform metrics.
The constraints:
- Work collaboratively in a team of three
- Base content decisions on research and strategy
- Create both a reel and a static post
- Align with an existing university bran
- Work collaboratively in a team of three
- Base content decisions on research and strategy
- Create both a reel and a static post
- Align with an existing university bran
Research & Inspiration
Before creating content, my team conducted extensive research, including:
- Social media audits of other universities
- Analysis of Miami University’s current platforms
- Social listening (sentiment, engagement, pain points)
- SWOT and competitor analysis
- Target segmentation and interviews
- Persona development
- Social media audits of other universities
- Analysis of Miami University’s current platforms
- Social listening (sentiment, engagement, pain points)
- SWOT and competitor analysis
- Target segmentation and interviews
- Persona development
This research helped us understand what content performs well, what students care about, and where gaps existed in Miami’s current social media presence.
These insights guided my content direction, ensuring my posts were both strategic and engaging.
The persona I made for my target audience.
Ideation & Early Concepts
I brainstormed multiple ideas for both the reel and static post, focusing on content that would feel authentic and engaging to students.
After exploring several directions, I selected:
- A reel featuring Ivy and Newton, the university president’s golden retrievers, to create a fun and attention-grabbing piece of content
- An internship check-in post that encourages students to share their summer experiences
- A reel featuring Ivy and Newton, the university president’s golden retrievers, to create a fun and attention-grabbing piece of content
- An internship check-in post that encourages students to share their summer experiences
I chose these concepts because they balance entertainment with community engagement.
Design Process
I created my content using Canva, CapCut, and Instagram, focusing on both visual quality and audience engagement.
During the process, I:
- Edited and refined video content to improve pacing and clarity
- Designed a clean and engaging static post layout
- Iterated on ideas based on feedback from peers and my professor
- Edited and refined video content to improve pacing and clarity
- Designed a clean and engaging static post layout
- Iterated on ideas based on feedback from peers and my professor
One challenge was learning video editing tools and creating content that felt polished and professional. Through experimentation, I improved my editing skills and developed a better understanding of what makes short-form content effective.
Final Outcome
I produced two final deliverables:
- A 1-minute reel featuring Ivy and Newton
- A static internship check-in post encouraging student interaction
- A 1-minute reel featuring Ivy and Newton
- A static internship check-in post encouraging student interaction
Both pieces were selected to be posted on the official Miami University Marketing Department Instagram account.
Performance highlights:
- Reel reached over 1,200 views, with 77% from non-followers
- Post reached over 500 views with strong engagement from followers
- Generated likes, shares, and profile visits, increasing visibility
- Reel reached over 1,200 views, with 77% from non-followers
- Post reached over 500 views with strong engagement from followers
- Generated likes, shares, and profile visits, increasing visibility
These results demonstrate the effectiveness of combining strategy with creative execution.
Caption: "Curious about their top spots on campus? Hear it straight from the pups! Drop a 🐾 in the comments if you'd love to see more of these campus celebs!
#MiamiOH # CampusPups #BehindTheScenes"
#MiamiOH # CampusPups #BehindTheScenes"
Caption: Internship check-in! 🚀 Miami students, where are you gaining experience this summer? Let us know in the comments below, and share your Miami made moments with us!
#MiamiInternship #MiamiMade #SummerSuccess
#MiamiInternship #MiamiMade #SummerSuccess
Reflection
This project strengthened my ability to create content that is both creative and strategic.
I learned:
- How to develop content based on research and audience insights
- How to edit engaging short-form video content
- How to design for real-world brand constraints
- How to develop content based on research and audience insights
- How to edit engaging short-form video content
- How to design for real-world brand constraints
One of the biggest challenges was learning video editing, but it ultimately became one of the most valuable skills I gained.
If I revisited this project, I would:
- Experiment with different video styles to increase watch time
- Further optimize content for algorithm performance
- Explore more interactive or series-based content
- Experiment with different video styles to increase watch time
- Further optimize content for algorithm performance
- Explore more interactive or series-based content
