UTM Career Centre, University of Toronto Mississauga
Four Selected Projects: Networking event promotion; social media IG lives and reels; digital and print graphic design of tip sheets; promotional tote bag design
Role: Senior Marketing and Events Assistant
Project Type: Independent and collaborative projects with team included Chief Marketing Officer, Employer Relations, and Marketing Assistants
Tools: Adobe Photoshop, Illustrator, InDesign, and Canva
The UTM Career Centre, located at the University of Toronto Mississauga (UTM), provides students and recent graduates with career resources and services such as career counselling, workshops, job fairs, and networking events. In the following four projects, I highlight collaborative and independent projects that are centred around designing engaging and informative experiences across all student touchpoints (social media, print, and events) to empower students and recent graduates along their professional career journey. All of the following marketing materials are designed by me.
Project 1 of 4: Networking Series: Geography & Environment Panel
View 1: Networking Event Set-Up with Event Slide-Deck Cover on the Screen (left)
View 2: Networking Event Food Set-Up
Goal: To promote the Geography & Environment Panel event and participating panelists before, during, and after the event.
Context: Through the Career Centre post-event surveys, 60% of students surveyed indicated that they would be interested in a post-event summary or package.
Project: I designed pre-event, during-event, and post-event marketing materials including social media graphics to promote the event and panelists, event slide deck, and post-event digital loot bag of resources.
Team Consultation and Support: I effectively brainstormed concepts for creating a consistent branded experience throughout the event (from registration to post-event) with the Industry Engagement Specialist. I proactively worked with the Industry Engagement Specialist on this project to anticipate and problem-solve any challenges in implementing the campaign. Further, the the Industry Engagement Specialist and I consulted the Employer Relations & Marketing team for feedback throughout the project.
Results: Based on UTM Career Centre statistics, the event received the highest attendance (based on attendance rates for post-pandemic events). Students and recent graduates who attended and responded to the post-event survey, indicated that they found the digital loop bag of resources helpful as a next step in navigating their career options after the networking event.
Social Media
Digital Loot Bag: Post-Event Resources
Project 2 of 4: Instagram Live & Reel Campaign (Collaborative)
Connecting Students with Career Resources Marketing Campaign (Collaborative): Instagram Live schedule promotional post (left) & Sample of one of my Instagram Reel videos (right)
Goal: To re-strategize student engagement and to ‘humanize’ the Career Centre brand on social media.
Context: This project was prompted in December 2021 during the pandemic when there was still solely online engagement.
Project: I proposed the implementation of Weekly Reels and Instagram (IG) Lives to reach students and recent graduates. Marketing & Events Assistants (MEAs) record videos of themselves welcoming people to the Career Centre and briefly talking about resources on work search, further education, career planning, and any upcoming virtual career networking events.
Team Consultation and Support: I effectively brainstormed the idea with my supervisor and consulted the team for feedback, suggestions, and I was able to get buy-in from the MEAs. I enthusiastically supported the MEAs with this change in our Career Centre activities. I proactively worked with my supervisor to anticipate and problem-solve any challenges in implementing the campaign.
Results: Based on UTM Career Centre statistics and on-going feedback, on average each IG Reel received 1000 views
and each IG Live received an average of 10 attendees. The humanizing strategy through the implementation of MEAs pre-recorded Reels (asynchronous) and Weekly Drop in IG Lives (synchronous) was successful in achieving the goal of engaging students and promoting resources through social media.
Project 3 of 4: Redesign Tip Sheet for Career & Further Education (Independent)
Redesign Tip Sheet for Career & Further Education (Independent): View 1
Redesign Tip Sheet for Career & Further Education (Independent): View 2
Goal: To redesign over 30 tip sheets on topics such as work search, career planning and further education.
Context: The previous tip sheets were formatted as multi-page documents that included sentence format writing and lists. I was tasked with redesigning this dense information written by career counsellors in a way that the information is conveyed in a clear and concise way while following the the UTM Career Centre brand guidelines (e.g. fonts and colours).
Project: I effectively re-worked full text into accessible smaller text sections with the use of unique numbering and headings. I used effective fonts to capture viewer’s attention. I incorporated QR codes to link students and recent graduates to career resources and the online versions of the tip sheets in the UTM Career Centre website.
Results: By redesigning the tip sheets into an accessible print format that bridges the print tip sheets with online resources, targeted student populations and recent graduates were effective reached and directed to relevant career and further education online resources.
Project 4 of 4: Career Centre Tote Bag Campaign (Independent)
Career Centre Tote Bag Campaign (Independent): Tote bag design (left) and instagram story of give-away campaign (right)
Goal: To gain more followers that are current students by creating a branded item to be featured in a give away.
Context: Through our social media analytics, it was discovered that a large portion of followers are alumni that can no longer use our services. Whereas the current student population of year 1–4 students and recent graduates (up to 2 years) made up a smaller amount of our followers.
Project: I designed a graphic for the UTM Career Centre tote bags to be implemented in a giveaway marketing campaign. My design celebrates all of the different disciplines that are taught at the University of Toronto Mississauga.
Team Consultation: I consistently sought and incorporated feedback about the design from my supervisor and team through the design process.
Results: The tote bag was successfully implemented in the giveaway campaign to gain more followers who are current students. The giveaway generated over 50 new followers of current students.
Selected Marketing Assets and Promotional Graphics for Social Media
Hiring Campaign
Selected Information Session Posts
