Cate Calvert
Final Project for COM 4561
Overview
Campaign Objective: Encourage FSU students to become more involved on campus by drawing attention to campus events, the benefits of being involved, and how to create connections on campus. ​
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Audience: Students in Tallahassee attending Florida State University ages 18-23.
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Strategy
Core Message: Encourage students to get involved on campus at FSU.
Platforms: Instagram, TikTok, and X.
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Approach: Create short/easy to read content to display information, use FSU colors to associate campaign with this school, and display students' stories of being involved, the benefits of being involved, and opportunities to get involved on campus. ​
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Execution
Timeline: October 27th, 2025- November 24th, 2025.
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Tactics: Original videos, collaborations, memes, infographics, call to action, and student features.
Results
14,055 views on TikTok
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5.26% engagement rate on Instagram
Gained approximately 25 followers each week.​
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Insights
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Adaptation & Consistency: Adjusting content to align with the characteristics of each platform resulted in higher engagement rates while maintaining brand consistency, compared to keeping content identical across platforms. Videos and reels performed better on TikTok and X, while infographics performed better on Instagram.
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Audience: By understanding the audience’s demographics and characteristics, I was able to better tailor content and posting times to achieve optimal engagement. In addition, collaborating with different FSU student organizations allowed the campaign to reach wider audiences and increase engagement.
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Adjustments: This campaign demonstrated the need for rapid adjustment. After analyzing each post, I had to quickly adjust tactics and content to better meet audience preferences.
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