Interactive Strategy for Centennial College (IMM Program)

Interactive Strategy for Centennial College (IMM Program)

Role: UX Strategist

Team: 4 colleagues

Timeline: 5 weeks

Tools: Instagram, Pitch


Check the IMM Account here

Problem Overview

Problem Overview

Problem Overview

Centennial’s Interactive Media Management (IMM) Program was lacking of an interactive channel that can share easy-to-understand and bite-sized descriptions about the program for potential students want to know more about the IMM Program. With this interactive strategy on Instagram, our goal was to create a digital representation for Interactive Media Management on a platform that allows interactivity to showcase the program better.

In the ideation phase, we determined that the UX theme will be energetic and welcoming. Our voice and tone will be formal and friendly, where we included different media of content such as posts, story highlights and reels with interactive elements such as event countdown and polls.


Approach

During the 5 weeks of project timeline, here are the main three development phases: research phase, ideation phase and content planning phase.


In the research phase, I have completed a competitve analysis of the exsiting instagram accounts. Both internal and external researches were conducted as we wanted to stay align with the Centennial Style, while figuring out the gap that IMM can offer. We decided some do and don'ts in our content rule after the review.Here is the competitve analysis table:












In the ideation phase, we decided that the UX theme will be energetic and welcoming. Our voice and tone will be formal and friendly, where we included different media of content such as posts, story highlights and reels with interactive elements such as event countdown and polls.











Approach

During the 5 weeks of project timeline, here are the main three development phases: research phase, ideation phase and content planning phase.


In the research phase, I have completed a competitve analysis of the exsiting instagram accounts. Both internal and external researches were conducted as we wanted to stay align with the Centennial Style, while figuring out the gap that IMM can offer.























In the content planning phase, we decided to our content should engage with the community while maintain transparency and authenticity. While keeping "be creative" in our mind, we have set content rules such as we have to make sure the accuracy of the information and it should be tailored for students. The account should also stay active, which means we need to organize a content calendar every month. Below are some of the content ideas:

Solution

We have come to create an Instagram account that can keep audience engaged with current highlights of the students’ life and general information. On this platform, the program will offer:

1)    Engaging and interactive content such as quizzes, challenges and Q&A sessions;

2)    Showcasing student work and success stories;

3)    Transparent and detailed program insights.



Solution

We have come to create an Instagram account that can keep audience engaged with current highlights of the students’ life and general information. On this platform, the program will offer:

1)    Engaging and interactive content such as quizzes, challenges and Q&A sessions;

2)    Showcasing student work and success stories;

3)    Transparent and detailed program insights.



Solution

We have come to create an Instagram account that can keep audience engaged with current highlights of the students’ life and general information. On this platform, the program will offer:

1)    Engaging and interactive content such as quizzes, challenges and Q&A sessions;

2)    Showcasing student work and success stories;

3)    Transparent and detailed program insights.



Promotional Tactics

Given zero budget in the marketing strategy side, we mainly promote the IMM brand through collaborations with our guest speakers or students, who will repost our message on their Instagram account and Linkedin account.

Since IMM program is based in Story Arts Centre Campus in East York, Toronto, when we make a new reel or post which is relevant with the campus, we will also collaborate with other school instagram accounts to reach more audience.

Reflection


Through this experience, I’ve come to understand the importance of defining the core strategies and the overall direction for social media operations. Again, it is crucial to understand users’ needs to create relevant content that could bring their interest. I have learnt not only how to run a social media account, but also different ways to make content including posts and reels.

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