IEC | Social Media Strategy & Performance

Mount Saint Vincent University | International Education Centre

Content Strategy · Social Media Management · Audience Engagement · Performance Analytics

Project Overview

Developed and managed social media communications for the International Education Centre (IEC) at Mount Saint Vincent University, creating informative, engaging, and student-centred content to strengthen the university's connection with its international student community.

The approach combines strategic content planning, visual storytelling, and performance monitoring to communicate important information, promote campus activities, and support student engagement.

The Challenge

International students represent a culturally diverse audience with different information needs, interests, and levels of familiarity with university life in Canada.

The challenge was to maintain an engaging and consistent digital presence while balancing educational content, important announcements, event promotion, and community-building initiatives.

Strategy & Approach

Connecting students through relevant, engaging, and purposeful content.

• Developed structured content calendars aligned with academic schedules, student needs, and university events.

• Created Instagram posts, Reels, Stories, and branded graphics to communicate important information.

• Used approachable messaging and visual storytelling to encourage audience engagement.

• Maintained consistent branding and communication standards.

• Monitored Instagram Insights to identify content trends and opportunities for improvement.

  
  

Results & Impact

During a recent 30-day reporting period, the IEC Instagram account recorded:

• 8.9K views, reflecting overall content visibility.

• 141 interactions, demonstrating audience engagement.

• 24.8% of views from non-followers, indicating exposure beyond the existing follower audience.

• 15 new followers, reflecting audience growth during the reporting period.

  
  

These results provide a snapshot of the account's performance and inform ongoing content planning and optimization.

Skills Demonstrated

• Social Media Strategy: Content planning, scheduling, and audience-focused communications.

• Content Creation: Graphic design, photography, video editing, and copywriting.

• Community Engagement: Student-centred storytelling and intercultural communications.

• Performance Analytics: Instagram Insights, content evaluation, and data-informed decisions.

• Brand Management: Consistent visual identity and institutional messaging.