USF Campus Recreation - Instagram & Facebook

01 — Business Overview and Goal

USF Campus Recreation St. Petersburg provides fitness facilities, intramural sports, and wellness programming for USF St. Petersburg students, faculty, and staff. Their social media goal was to drive student engagement and participation in fitness classes, intramural sports, and campus wellness events.

02 — Creative process

My process focused on the campus event calendar first, mapping out intramural games, fitness classes, and wellness events to keep content timely and relevant. I created graphics and posts that matched the energetic, student-first tone of campus life, then posted around when students were most active on social media to drive turnout.

03 — Results & Lessons

Results: Sold out 73% of total events through consistent, well-timed promotion that kept students aware of what was happening and when. Shifting from plain graphics to more photo-based posts also increased student outreach by 53%, since real images of campus life performed far better than generic designs.

Lessons: We found that students engaged significantly more with content that featured them or people they knew, rather than staged or purely graphic-based posts. That insight reshaped our overall content strategy, pushing us to prioritize authentic, people-focused photography over polished templates whenever possible.