Brief: An agency that partners with leading international universities to establish campuses

in India, gave me an assignment for the Social media manager opportunity. I was asked to create a strategy that attracts all the possible audiences, increases followers, awareness and engagement. 

Solution:
The attached PDF is a comprehensive 90-day social media strategy assignment for a Social Media Manager role at a brand agency partnering with Illinois Institute of Technology (IIT) to establish its campus in Mumbai, India. It outlines tailored content plans across platforms like Instagram, Snapchat, YouTube Shorts, Facebook, LinkedIn, and WhatsApp to target three key audiences: Gen Z undergraduate aspirants (16-18 years), parents of UG aspirants (decision-makers), and postgraduate professionals (22-30 years). The strategy emphasizes building profiles, boosting engagement, driving inquiries, and measuring success through metrics like saves, shares, comments, and leads.

The divided the strategy plan into three 30-day phases per audience: Days 1-30 focus on foundation-building and profile optimization; Days 31-60 emphasize engagement scaling and influencer partnerships; Days 61-90 prioritize consistency, FOMO creation, and action-driving content like campus visit encouragements. Brand voice adapts by audience: energetic and tech-forward for Gen Z, authoritative and value-driven for parents, career-accelerating for postgrads. Content pillars include tech showcases, student life, ROI comparisons, global credibility, and alumni success stories, with visuals sourced from Pinterest and tools like Nano Banana AI.

Gen Z Undergrads Plan (Instagram, Snapchat, YouTube Focus): Targeted at 16-18-year-olds, this uses 80% Instagram/Snapchat and 20% YouTube with short-form videos (3-4 Reels weekly initially, scaling to 4-5). Phase 1 builds profiles with AR filters, highlight stories, and polls on topics like "AI vs. Game Design"; Phase 2 adds lives, micro-influencer collabs (10 partners posting 2 Reels each), and "Illinois Insider" community; Phase 3 leverages hero content, historical stories, and visitor testimonials. Sample posts include "POV: You're at a US Tech Campus in Mumbai" Reels and memes like "Chicago degree but still eating Mom's parathas."

Parents Plan (Facebook, WhatsApp, LinkedIn Focus): Aimed at decision-makers, this mixes 60% Facebook/YouTube, 30% LinkedIn, 10% WhatsApp with carousels, infographics, and webinars on safety, savings (e.g., "Save 1 Cr vs. US costs"), and placements. Phase 1 sets up pages and broadcasts on ROI; Phase 2 scales with polls, parent influencer testimonials, and bi-weekly webinars; Phase 3 drives visits, feedback sharing, and podcast collabs. Hooks like "Global exposure, local support" build trust via legacy content and faculty videos.

Postgrad Professionals Plan (LinkedIn, Instagram, YouTube Focus): For 22-30-year pros seeking MS/MBA, it prioritizes 80% LinkedIn/Instagram with thought leadership articles, carousels on salary hikes (e.g., "40% more for Data Science Masters"), and alumni spotlights. Phase 1 promotes playlists and Reels on program USPs; Phase 2 networks via webinars and influencers like mbawallah; Phase 3 hosts LIVE events and expert interviews on global mobility. Analytics track profile visits, link clicks, and webinar attendance.

Execution and Analytics: A sample calendar details hooks, formats (Reels, Stories, carousels), and messaging like "Stop studying the past. Build the future." Metrics prioritize saves/shares for virality, comments/DMs for engagement, and leads for conversions; results use Nano Banana AI visuals to recommend scaling winners and new formats like Pinterest aesthetics. Growth tactics include parent-to-parent webinars, student merch rewards, and leadership audits.