Performance

I led the social visual identity creation from 2018-2022, as well as collaborated on annual strategy overhauls, informed by performance and social media and visual trends.

Social content initially focused on strategy with consistent messaging and simple visuals with strong branding to reach target demographic and establish Purdue University Global’s position in the industry.

As the brand became more established and experienced follower growth within the first year, a fuller color palette and more robust type treatments were introduced on social to increase engagement and interactivity, as well as strategy shifts for engagement focused content. Interactive Instagram stories and user generated content dominate the Instagram and Facebook feeds, celebrating student milestones and stories.

Most recently, the brand look has transitioned to align with Purdue University itself, coming full circle in separation from its initial ties to Kaplan University and creating connection to the well known and high performing University.

In addition to launching the online university’s LinkedIn presence, group and highly active student Facebook group, custom sticker library and program focused augmented reality filters, the brand’s social channels experienced massive follower, engagement and impression growth in this time period, with engagement rates on Instagram over 85% above standard engagement rate and Facebook at nearly 17% above standard.