The Challenge: ASWSU Global is the student government for Washington State University’s Global Campus, a fully online campus. Due to the remote nature of the campus, students often report that they feel disconnected from other students and the broader WSU community. While ASWSU Global offers valuable events, resources, and services online, raising awareness and boosting engagement has been a persistent challenge.
The Project: To enhance visibility and engagement, we developed social media campaigns for two series of events. For both events, we maintained a cohesive look among the marketing materials while still following WSU’s brand identity. Marketing efforts leveraged owned media channels, including social media, the student e-newsletter, and the ASWSU Global website.
Virtual Career Week – A weeklong event featuring career-focused sessions each day. We selected a secondary WSU brand color to create a distinct yet recognizable look for all promotional materials.
“EmpowerAll” DEI Certificate Training – A series of training sessions where students could earn a Diversity, Equity, and Inclusion (DEI) awareness certificate. Similar to Career Week, we designed a cohesive visual identity for all promotional content while ensuring brand consistency. These sessions and training were developed in partnership with the WSU Social Justice Peer Educators (SJPE) program.
The Outcome: Our strategic branding and targeted promotion helped increase event awareness and participation. Key outcomes included stronger engagement and participation, with promotion resulting in interest and attendance at events. On social media, the Facebook content achieved a wider reach, while Instagram posts generated higher engagement.