UTM Career Centre, University of Toronto Mississauga
Three Special Projects: Print and digital graphic design; content creation of IG reels; promotional tote bag design
Highlighted Graphics: Instagram campaigns, graphics, and logo design
Role: Student Marketing and Events Assistant (work-study position), independent and collaborative projects
Tools: Adobe Photoshop, Illustrator, InDesign, Canva, Hootsuite
Project 1 of 3: Instagram Reels & Live Campaign
Goal
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.
Solution
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
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.
Team Support
I enthusiastically supported the MEAs in this change in our Career Centre activities. I 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, this 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.
Average IG Reel received 1000 views
Average IG Live attendees were 10 people
Special Project 2: Redesign Tip Sheet for Career & Further Education
Goal
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).
Solution: Independent 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 3 of 3: Career Centre Tote Bag Campaign
Goal
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.
Solution
I designed a graphic for the UTM Career Centre tote bags. 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 Give Away campaign to gain more followers.
The give away generated over 50 new followers of current students.
