Challenge/Problem

The University of Utah Student Government has been experiencing a dip and very low engagement on all social platforms, particularly Instagram. How can we enhance student engagement with social platforms to help the students find a sense of community on campus during the COVID pandemic?

Insight

Instagram is one of the best channels to share with students about opportunities for involvement and community engagement, such as: upcoming events, ways to get involved on campus, student organizations to join, etc.

Strategy

As a graphic designer on the marketing board, I analyzed one of our university’s campus organizations’ Instagram account graphics to determine the types of media with higher engagement.

For our posts to stand out amongst the sea of graphics and social media posts, I leveraged my skills in illustration to introduce a new, fresh visual approach to graphics posted on our social media accounts.

Illustrations for social media posts partly drove a 17.8% increase in social media engagement across all platforms.