Girls 4 ‘Canes
overview
MKT 389 Digital Media Metrics is a course at the University of Miami designed to prepare students with the skills needed to effectively analyze digital campaigns, track engagement and translate data into actionable insights.ask
Create a social media nonprofit organization that strategically leverages reptilian marketing and digital media metrics to optimize engagement and performance.idea
Establish Girls 4 'Canes, a student-led social media initiative that shows prospective students and underclassmen different experiences, tips and resources at the University of Miami to help them feel more comfortable and prepared for their own college journey. my role
Head of Branding and Content CreationWe believe that every student deserves to feel confident and supported in their college journey.
our why
By sharing our experiences, tips and resources, we aim to create a sense of belonging and ease for those who dream of attending the University of Miami, ensuring they feel prepared for their own college journey.Create a brand identity that confidently captures life at the University of Miami while resonating with an audience that is often anxious about their college journey.
brand development
Logo
Color PaletteTypographyLeverage content themes to educate, engage and ease the worries of prospective students and underclassmen.
content strategy
Authentic, direct-to-camera storytelling where the team shares why they chose the University of Miami, their high school statistics, what they are involved in on campus and advice for prospective students and underclassmen.conversational
Videos that highlight personal challenges the team has faced since coming to the University of Miami, making them more relatable and authentic to an audience that is often anxious about their own college journey.struggles
Short-form content that captures the little moments that make up student life at the University of Miami, from day and night on campus to milestone events like the centennial celebration and picking up graduation stoles.bits and pieces
Content that utilizes reptilian marketing principles to appeal to instinctive human behavior generates the most impressions and engagement.
top performing content
things i wish i knew before going to umiami
An honest, conversational piece of content that captures authentic student perspectives which in turn fosters higher engagement.5.4K likes | 46.9K video views
A reflective piece of short-form content that encourages campus involvement and making the most out of the college experience.picking up my graduation stole
1.4K likes | 32.6K video views
Strengthen visibility by implementing a comprehensive SEO strategy to maximize discovery and engagement.
search engine optimization strategy
leveraging relevant keywords and hashtags
Integrate keywords and hashtags to boost visibility and align with how prospective students and underclassmen engage with the University of Miami.filming at recognizable locations on campus
Leverage recognizable campus locations to build on the University of Miami’s social currency, reinforcing interest and brand affinity.mentioning “umiami” within the first three seconds
Lead content with a verbal mention of “UMiami” to boost visibility, improve algorithmic relevance and strengthen audience retention.
