Content
A student org that felt like a magazine
Rebuilding a campus organization's social presence around a single, consistent editorial voice.
- Organization
- Baylor University
- Role
- Communications Lead
- Timeline
- 2024 — 2025
- Discipline
- Content
Overview
As Communications Lead for a student-run advertising club, I rebuilt the org's social presence from scratch — treating the feed like a small print magazine with a running point of view.
The Challenge
The account felt like a bulletin board. Event posts, announcements, and member spotlights all lived in different visual languages.
The Strategy
One grid, one voice. Three recurring content pillars, a fixed typographic system, and a slower posting cadence in exchange for a higher bar per post.
Process
- 1
Audited eighteen months of prior posts and grouped them into what worked and what didn't.
- 2
Drafted brand guardrails, a monthly content calendar, and templates the team could build against.
- 3
Trained three underclassmen to own the calendar independently.
Deliverables
- Visual identity refresh
- Content pillar framework
- Post templates and captions guide
Results
- 01
Followers grew 3.4× over the academic year.
- 02
Average reach per post more than doubled.
- 03
System is still in use a year after handoff.
Reflection
“Consistency is a creative act. Deciding what not to post was the hardest and most useful part.”
Next Project
The slow campaign
Campaigns · Class Capstone