Flagship Social Media
University Strategic Communications and Enrollment Marketing at University of the Pacific recognized the importance of a unified approach in representing the University's brand and Enrollment Strategy’s priorities on social media and partnered in 2024 to reshape Pacific’s digital presence by merging channels. I spearheaded the effort to develop a strategy to strengthen Pacific’s reputation, generate awareness and maximize engagement while continuing to convert prospective students throughout the enrollment funnel.
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To help navigate the merger, we created an action plan, including conducting a content audit, developing a unified strategy, crafting a transition plan and measuring the effectiveness of the merged channels
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Developed a singular brand voice and messaging that resonates across all audiences, from prospective students and parents to alumni and donors, and upholds the values and identity of the University community
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Explored strategies to create a robust content library and leverage marketers’ collective strengths to optimize social channels for maximum impact
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Researched how to attract new followers while nurturing existing relationships using scalable audience engagement tactics and data-driven insights
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Drafted tactics to seamlessly integrate enrollment messaging throughout the student lifecycle without sacrificing engagement with other audiences
The First Six Months
Facebook, Instagram, LinkedIn and X
February - July 2024
Compared to Same Period in 2023
New Fans & Followers
5.4K
27.51% growth rate
Page & Profile Impressions
12.9M
-14.04% growth rate
Posts
1.2K
17.8% growth rate
Total Media Views
308.3K
27.1% growth rate
Total Engagements
228.7K
38.47% growth rate
The @tigerterritory TikTok account was not included in the merger with University flagship social channels and we continue to post trending, authentic and student-generated content in collaboration with Student Life. Learn more about TikTok
Channel Highlights
Page fans +2.7%
Post engagements +15.8%
Followers +18.2%
Post engagement rate +9.8%
Reels plays +16.5%
Followers +2.2%
Page engagement rate +107%
Post engagement rate +102%
Followers +1.7%
Post engagement rate +57.8%
Post media views +143%
Flagship YouTube Channel
Because of the success of the Office of Admission YouTube channel, the sound strategy that helped it grow and the catalog of content the Enrollment Marketing team was able to produce in two years, I approached University Strategic Communications about merging the Admission and flagship channels.
During the months-long merger process, our working group collaborated to realign the former singular goal of brand awareness to include community engagement, thought leadership, and yield and retention. The channel primarily had been used to store video content, and no strategy was in place for audience engagement. The group optimized and rebranded the channel, as well as formulated a strategy for increasing impressions and view times of video content. In July 2023, the newly optimized flagship YouTube channel launched.
July 2023 - 2024
Compared to Same Period in 2022-23
Video Views
143.5K
179% growth rate
Hours Watched
5.3K
123.46% growth rate
Impressions
1.3M
146.22% growth rate
Videos Published
61
-47.86% growth rate
Net Subscribers
+568
67.1% growth rate
