University of Texas at Arlington - Capstone Project
Content Strategy, Content Planning, Organic Social Media Content, Copywriting
About the College
For my Marketing Capstone Project, we were tasked to create one piece of content for the Business Departments Marketing page. The objective was to conduct marketing research and develop a content strategy to boost engagement for the Marketing page. The professor stated the most engaging content will be featured on the website.
Project Background
Since this was a capstone project, the goal was very straight to the point. The department wanted me to create high-converting content while building engagement for the university. I then conducted adequate market research with the niche target audience to be able to create traffic to the website. Since UTA is a fairly small-medium college, it is not as known to non-Texans so I knew I had to go about this with a different approach, which was to use a highly engaging topic and feature my knowledge and experience as a UTA college student.
Create high-converting content
Conduct adequate market research
Build engagement
Engaging content to be featured on the UTA Marketing Department web page.
Creative Process
Focused on three KPI metrics for TikTok: Increasing followers, engagement, and likes.
Increase engagement with SEO and KPIs.
Create one high-performing TikTok video
Curate custom social media posts along with hashtag strategy
Final results
Featured as one of the top students for having one of the highest converting content for the Fall 2021 Semester
Boosted engagement for their Marketing Page
Created high-converting Content
High engagement by 150% compared to peers.
Capstone Project Final
Tips for incoming freshmen in college!
Extra Credit Content Samples
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“You exceeded my expectations for this curriculum. I anticipate a bright future in marketing ahead of you, Chanlyn."
― Jeffrey P Wallman, Head of Marketing Department and Marketing Professor