Case Study
DeVry University Social Media
Elevating Social Engagement Through Strategic Creative
Project Overview
To boost visibility and engagement across DeVry University’s social media channels, I led the creative direction and execution of multi-format content designed to build brand recognition, support lead generation, and create community connection.
Objectives
Increase brand awareness and recognition through engaging, shareable content.
- Support the Social Team by:
- Driving lead generation with creative strategy.
- Improving engagement across DeVry’s follower base.
- Strengthening brand consistency across platforms.
My Role
- As Senior Art Director, I:
- Provided creative direction to both internal and external content teams.
- Led and governed all creative executions to align with DeVry’s brand standards.
- Designed and developed social content—from static posts to motion graphics and video.
Collaboration & Process
Content Planning
Held bi-weekly meetings with cross-functional partners to define project scopes, align timelines, and respond to evolving priorities.
Performance & Research
Worked alongside the analytics team to assess past campaign performance and competitor trends—ensuring creative decisions were data-informed.
Creative Highlights
Giphy Stickers
Designed celebratory social stickers for graduates to share on Instagram Stories, helping extend DeVry’s brand visibility in a native, joyful format.
Instagram Filters
Built interactive AR filters using Spark AR Studio. To support rollout, I created a short explainer video that boosted awareness and adoption.
Graduation Videos
Produced short, upbeat videos using user-generated content, designed to celebrate recent grads while encouraging shares and reactions.
Ongoing Campaigns
Weekly Motivation Series
Led creative refresh of DeVry’s motivational posts—directing a mix of Reels and feed content to keep engagement strong and visually consistent.
Women+Tech Scholarship Launch
Transformed core brand messaging into compelling social storytelling for the Women+Tech campaign, helping to drive awareness and support enrollment efforts.
Medical Billing & Coding Series
Developed an original character, “Hermie”—inspired by DeVry’s founder—to deliver a quirky, engaging educational series tied to seasonal moments and holidays.
Spotlight: Serena Nuccio Testimonial
Developed an original character, “Hermie”—inspired by DeVry’s founder—to deliver a quirky, engaging educational series tied to seasonal moments and holidays.
- 3.0% engagement rate (vs. 0.4% industry average)
- 17.5K impressions, 55.8K reach, 24 shares
- Distributed across social and blog, reinforcing DeVry’s brand values and student success narrative.
Outcome
This work helped DeVry’s social channels evolve into a consistent and engaging brand presence. The combination of strategy, storytelling, and design contributed to improved engagement, increased visibility, and stronger alignment with broader marketing goals.
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