Digital Marketing Intern – USC Career Center
As a Digital Marketing Intern at the USC Career Center I led performance analysis and content creation across the center’s digital platforms. I developed over 40 tailored content pieces optimized for TikTok, Instagram, LinkedIn, and YouTube, driving a 22% increase in multi-platform views. By building detailed student persona profiles and conducting weekly analytics reviews, I identified engagement trends and provided strategic recommendations that led to an 18% boost in engagement and a 15% lift in click-through rates. This role allowed me to fuse data with creativity—ensuring the Career Center's messaging resonated with USC’s diverse student population while aligning with institutional goals.
Problem – Digital Engagement and Targeting
Driving meaningful student engagement in a digital-first environment requires more than frequent posting—it demands insight, relevance, and strategy. University career centers often face the challenge of translating their services into content that cuts through the noise and reaches students with clarity and purpose.
Digital Engagement and Targeting
At the USC Career Center, student-facing digital campaigns were underperforming due to a lack of content segmentation and insufficient understanding of audience behavior across platforms. Without data-informed targeting and storytelling, posts struggled to gain traction across TikTok, Instagram, LinkedIn, and YouTube—limiting their reach and impact among USC’s diverse and digitally active student body.
Solution – Persona Development and Performance Optimization
By combining data-driven insights with strategic content development, we transformed the Career Center’s digital presence into a high-performing, student-centric communication channel. Our approach prioritized audience alignment, consistent testing, and iterative improvement.
Persona Development and Performance Optimization
In my role as Digital Marketing Intern, I developed detailed student persona profiles that directly informed content strategy—boosting click-through rates by 15%. I led weekly campaign performance reviews, identifying top-performing content and offering data-backed recommendations that increased engagement by 18% over the semester. By producing and scheduling more than 40 platform-specific digital assets, we achieved a 22% increase in multi-platform views over 10 months—enhancing the Center’s visibility and student connection through intentional, analytics-led marketing.
