Optimize Your Enrolment and
Drive Student Success

Students want to go to a school that understands them, and they are the first to notice when universities are out of touch on social media.

In Fall 2023, with one of the largest social accounts at McMaster University, we became the ones out of touch, almost losing the social community we worked so hard to build.

Now, after a hard reset and a newly developed social strategy, we're using our platforms to their full potential with platform-specific tactics, 80–100% student-generated content, and intentional collaboration with university partners. We've figured out how to market to students who don’t like being marketed to, all while balancing brand priorities and keeping students at the centre of our content. We’re giving students digital platforms where they want to develop connections and build a sense of belonging, which, in turn, results in stronger trust and a more engaged audience.

Attend this session to find out how we got here (and how you can, too!). We’ll share:

• How we learned from our mistakes to develop a robust social strategy
• How we rebuilt audience trust using a co-creation model for authentic storytelling
• Tactics you can use, like solutions for platform roadblocks and tools to keep your audience at the center of the content
• Qualitative and quantitative benchmarks to measure success

Learning Outcomes

• Solutions for platform roadblocks
• Co-creation model for authentic storytelling
• Qualitative and quantitative benchmarks to measure success