I’ve had the incredible opportunity to work with Chapman’s Strategic Marketing and Communication department this past year – specifically within their Interactive Department. I’ve been given a lot of responsibilities that I’ve found have helped me grow significantly as a young professional in the marketing industry.
One of my responsibilities that I would like to highlight right now is creating, gathering, organizing, posting, and writing copy for all of Chapman’s Pinterest posts. Now, many people my not even know that Chapman is on Pinterest. But at the time I was trusted with this responsibility, there were about 350 people who were following their boards. Now there are 864. So how did I do it?
The answer is simple: I started thinking as a student. What could possibly make me want to follow my university’s Pinterest account? I asked myself, what do I like to pin on my own board? The answer is probably what most women ages 18-45 would answer – recipes, crafts, fashion, DIY, career tips, and innovative ideas/tips. These are also the most popular subjects on Pinterest as the majority of the users fall into that demographic. The tricky part was figuring out how a higher education establishment could possibly post with these topics in mind without losing credibility or spamming its users.
I researched what other universities were doing effectively. One university that stood out was Butler University. They have almost 1,000 followers. Their use of “repinnable” content blew me away and was still appropriate for their brand. Using them as inspiration, I developed the following boards to implement on Chapman’s profile:
- Healthy Panther – recipes for living in the dorms, exercises to do in dorm rooms or tight spaces without equipment, healthy living tips
- Independent Living – “life hacks,” money management, organization, manners, laundry, other fun tips and tricks for life
- Academic Success – study tips, vocabulary lists, organization, funny study memes, brain food ideas
- Career Tips – resume and cover letter tips, how to dress professionally, interview advice
- Chapman Events
- Chapman in the News
The first four boards were widely successful. The other two had a good response as well, but did not attract quite as much engagement as the others. Through the implementation of popular but relevant hashtags and these new “repinnable” content, engagement spiked and followers increased dramatically. Almost a year later, there is more than double the amount of followers than before.
Check out Chapman’s Pinterest page here.
