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Rebrand + Content

Strategy

Marketing Students' Society

The Marketing Students' Society is a student-run undergraduate club from York University. The club aims to bridge the gap between university/theoretical studies and the professional field of marketing.

2020-2021

 The Task

Create a social media presence (particularly on Instagram) to re-invigorate the club and attract new members.

The Process
OBJECTIVES
Events

Generate awareness and engagement among YorkU students by increasing event turnout by

100%
Membership

Generate engagement among YorkU students by increasing general membership by

15%
Social Media

Generate awareness among YorkU students by increasing Instagram followers by

50%
DEFINE
The Challenge

Limited internal and external support

Insights
Observation

Potential members and club executives do not trust or believe in the value of the club with how it's currently being presented

Insight

Presentation (design) indicates the perceived value and integrity attached to a message

STRATEGIES
Targeting
Amreen Portfolio Elements MSS Persona-02-02.png
Day in the Life
Amreen Portfolio Elements MSS Day in life-09.png
EXECUTION PLAN

Execution plan created centers around tackling the outlined challenge by aiming to generate more internal and external support and resources for the club 

Internal

Created a team dynamic and bond within executive members 

Expanded to 5 internal departments (6 in 2021-22 year) for more robust operations

Rewrote club constitution to reflect new values

Rebrand

Rebranded the club (logo/imagery, performance, feeling, judgement)

Marketing Students Society Logo.png

Brand Colours

Updated Logo

#033D68

MARKET BLUE

#1762A5

BRAND BLUE

Brand Fonts

Aa
Aa

Gotham

Poppins

Portfolio MSS b card red.png
MSS Moch TShirt.png
Portfolio MSS Mocks Hoodie.png
Portfolio MSS Mocks Tote.png
IMG_8829.jpg
Content

Created content for socials and implemented a social media strategy to create an online presence

Grew membership listserv and initiated an email newsletter strategy for event promotion

Portfolio MSS Mocks IG-05_iphone13midnight_portrait.png

Slide 1, 5, 7, 9, 11, and 12 directed by me, created by Adam Chan

I created the 2021-2022 Case Competition theme as a beginner friendly obstacle course that starts with the pre-workshop - 'Crack the Case', where the red ball symbolizes participants. The red ball's journey AKA the participants' journey, begins with smashing the workshop after which they will be more prepared to face two rounds of competition.

Click for more!

The Results
Events

Increased event turnout by

350%
Membership

Increased general membership by

24%
Social Media

Increased Instagram followers by

100%

2021-2022

Content
Annual Case Competition
Kickoff, Workshop,
Panel 
The Results
Events

Event turnout increased by

7%
Membership

Increased general membership by

9%
Social Media

Increased Instagram followers by

18%
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