IUDM Digital Communications Strategy
iudm is the third largest student-run organization in the country that works year-round to raise money and awareness for riley hospital for children in indianapolis, leading up to a 36-hour dance marathon in november. i served as the graphic design chair in the communications focus from january 2018 to the 2018 marathon in november.
for the first time in iudm history, chairs from all of the communications committees came together to form the “brand squad" in an effort to create a more unified, attractive, and compelling brand experience from all communications mediums—website, social media, photography, videography, and graphic design. I started off by addressing my personal concerns with the prior communications strategy
inconsistent and unappealing instagram layout
lack of social media post engagement
lack of logo usage and brand identification
from there, we worked to increase brand awareness, attract new dancers, and boost engagement by creating and enforcing brand guidelines, following digital design trends (such as consistent filter usage across instagram photos), and creating a unified, yet creative look for graphics.
an insta-worthy makeover
The earlier instagram featured inconsistently formatted graphic designs, lack of “flow,” and typical omission of the iudm logo. on the current instagram page, i corrected these issues by creating graphics that were meaningful to followers (such as the countdown to the marathon), photo-heavy (to feature and attract iudm members to the page), and representative of the brand’s purpose and values. the three-fold banner at the top signified the beginning of the iudm 2018 marathon, “bookmarking” the exact moment it began.
by correcting former issues of the instagram page, our average user engagement drove up by nearly 2x from iudm 2017 to iudm 2018— going from an average of 255 likes to 510 likes. Our follower count increased by over 500 from a week before the marathon to after the marathon.
Before
After
Unified graphic experience
for three separate iudm-specific events, i created recognizably consistent, yet creatively different graphics
