Overview
The Coug Day at the Capitol campaign was a two-semester civic engagement initiative developed while serving as Director of Marketing for the Associated Students of Washington State University Vancouver (ASWSUV). The campaign was designed to build student awareness around 'Coug Day at the Capitol' and sustain student engagement with Washington State's legislative session throughout the academic year.
Spanning four social media channels across two semesters, the campaign achieved a 23% average reach increase — making it one of the most impactful student engagement efforts in ASWSUV's recent history.
Objectives
- Drive student sign-ups for Coug Day at the Capitol
- Increase ongoing awareness of relevant state legislative bills among the WSU Vancouver student body
- Build a consistent social presence across Instagram, Facebook, Twitter/X, and LinkedIn
Strategy & Execution
I began with a competitive audit of how other student governments had approached civic engagement campaigns, identifying shortcomings and underutilized platforms. From that foundation I built a content strategy that paired high-energy promotional posts with informative legislative updates, creating a mix that drove both reach and genuine engagement.
Content included designed graphics, short-form video, event countdowns, and student testimonials. Each piece of content was tailored to the norms of its specific platform rather than cross-posted wholesale.
Results
- 23% average reach increase across all four channels over two semesters
Campaign Content
