Case Study

Columbia University in the City of New York

Columbia University’s Center for Career Education (CCE) provides their ambitious undergraduate students (new and continuing) with steady 1:1 career support, rich experiential learning and skill-building opportunities, and a robust calendar of programming to help them connect with recruiters and an extensive global alumni network.

Integrating Social Listening & Social Video Into CCE’s Experiential Learning & Events

Opportunity

After two years of remote learning, students returned to campus and required a re-introduction to the services, events, and programs offered by the Center for Career Education (CCE).

Creative Execution & Strategy

I prioritized social video - Instagram Reels and Stories - in our marketing strategy as a way of reaching the largely Gen-Z student population (ages 18-22 on average) where they were and in the formats they liked, based on data. Regular short-form content, including surveys and polling in Stories, also served to remind students that CCE was actively providing opportunities for in-person engagement with employers, alumni, and peers, while centering social listening and community management. We also parked a handle on TikTok, awaiting university policies around responsible use.

Results and Impact

  • Engagement (target KPIs of views and website taps) with social video content exceeded the reach of photo posts, peaking during the #BeyondColumbia Survey promotional campaign, New Student Orientation, and the newly revived Spring Break Site Visit Program.

  • From September 2022 to September 2023, 740+ followers (28%) were gained organically.