Our team's marketing campaign increased attendance of the annual First-Generation College Celebration by 300%.
OVERVIEW
The Educational Opportunity Program (EOP) at UC Davis provides over 3,000
first-generation, low income students with academic, personal and social support.
After one year of working at EOP, I was promoted to Lead Visual Designer for the 2020-21 school year. I directed the communications team in design and marketing strategy to promote all events and programs. Since I joined, EOP has gained a significant boost in student participation and acquired over 1,200 new Instagram followers.
ROLE
Graphic Designer
Video Editor
Marketing Strategist
TEAM
EOP Communications Team (2 designers + 2 interns)
DURATION
September 2019 - June 2021
THE PROBLEM
How can we help bring visibility to first-generation college students at UC Davis?
Every first-generation college student's situation is different, but many tend to struggle with four distinct domains:
1) professional, 2) financial, 3) psychological and 4) academic. EOP strives to maintain a climate of academic excellence and maximize retention by providing peer counseling and other forms of academic, personal and social support.
Context
MY ROLE
As the design lead, I collaborated with all teams at EOP to discuss marketing strategies and provide design materials. This includes flyers, promotional videos, stickers, and more. I was supervised by a career staff member and responsible for managing the student designers. I met with them weekly to assign tasks and offer project feedback. In addition, I set aside time for 1-on-1 mentorship with my two interns.
Along with my primary responsibilities, I have also contributed to the rebranding of EOP through engaging in meetings and conducting user research. This earned me a role in redesigning the EOP website, where I developed prototypes and web graphics.
TIMELINE
Every school year, the communications team is responsible for designing and marketing at least 24 leadership team events that focus on our four pillars: advocacy & leadership development, social & personal support, academic guidance and financial resources.
Alongside this ongoing programming are more large-scale, annual events that require substantially more work to brand and promote. This includes the First-Generation College Celebration and Winter Conference.
First-Generation College Celebration
The First-Generation College Celebration (FGCC) is a series of annual events designed to celebrate and highlight the stories of UC Davis students who are the first in their family to graduate.
Every academic year, FGCC dedicates a themed event to each quarter: a celebration, a monologue showcase, and the release of a publication. I have created flyers, stickers, certificates, social media graphics, and a magazine featuring student monologues.
FALL QUARTER
Visibility
WINTER QUARTER
Self-Expression
SPRING QUARTER
Celebration
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Winter Conference
The Winter Conference is designed to re-engage students after the long holiday break through a series of interactive workshops, prizes, and a keynote speaker.
This year's theme focused on aspects of growth, community and performance. To advertise and brand the event, I created flyers, stickers, certificates, social media graphics, and a brochure.
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