Boosting Engagement with Dragon Moments:
Elevating Drexel’s LeBow College of Business Instagram Presence
This project aimed to increase engagement and boost enrollment at Drexel University, LeBow College of Business by leveraging authentic, student-generated content on Instagram.
Project Overview:
Developed, led, and executed an Instagram-focused social media campaign to promote Drexel University's LeBow College of Business. The campaign's focus was on increasing visibility through organic, student-driven content that showcased the real experiences, achievements, and opportunities available at the college.
Project Challenge:
The main challenge was engaging prospective students and raising awareness of Drexel LeBow in a competitive educational landscape where schools rely heavily on authentic content. To attract students, we needed to inspire current students and alumni to share their stories, leveraging brand ambassadors and influencers to drive participation and engagement. This was critical in fostering a sense of belonging while simultaneously building credibility with potential applicants.
Campaign Execution:
I designed a structured content strategy that included the creation of specific hashtags like #DragonSuccess and #DragonMoments to facilitate the sharing of organic student content. A structured content calendar is being developed to ensure consistent posting on high-engagement days (Monday, Wednesday, and Friday), with content ranging from student life stories to event highlights and reels showcasing campus experiences. The focus will be on creating visually appealing, authentic content that aligns with Drexel’s brand identity. We’re also exploring creative ways to implement visual storytelling through student-led Q&A sessions, campus tours, and content inspired by trending social media formats. By involving current students and alumni, the campaign aims to create a sense of community that fosters long-term engagement and brand loyalty.
