John Molson HR and Management Association (JHMA)
JHMA
Social Media Manager · May 2023 – May 2024
JHMA needed to grow its presence on campus: stronger event turnout, a more engaged social following, and more sponsor investment, all with a student org's limited time and budget.
THE CHALLENGE
As on-campus student organizations compete heavily for attention during semesters, growing organic traction requires visually striking branding combined with coordinated social outreach. The challenge lay in achieving high event turnout and robust sponsor backing within restricted budgets and timetables.
WHAT I DID
I worked alongside the marketing team to build out visual content and manage JHMA's social channels, focusing on sustained engagement rather than one-off promotional pushes. I also helped design a new sponsorship package that reworked what value JHMA was actually offering sponsors.
SPOTLIGHT: CULTURE CONFERENCE
The Problem
Culture Conference was scheduled at the end of the winter semester, right before exams. Attendance was never guaranteed; students were weighing showing up against studying. On top of that, the event name itself gave us nothing to work with visually. "Culture Conference" could mean almost anything, so there was no built-in identity to lean on. We had to build one from scratch, strong enough to compete with exam-season priorities.
The Approach
I developed an event branding system to give the conference a visual identity it didn't have: triangular shapes and gradients for a modern, energetic feel, paired with strikethrough typography for an edge that would stand out in a crowded feed of exam-week content. On the content side, we shifted the promotional focus to emphasize speakers and offer tangible attendance incentives.
The Result
We achieved +40% attendance compared to the previous year, despite launching at the toughest academic timing. Anecdotally, both speakers and attendees described it as one of the most well-run and enjoyable events of the year.
SPONSORSHIP
Alongside events and social media content creation, I helped design a new print/digital sponsorship package for JHMA. By rethinking and modernizing the core offerings and visual representation of corporate benefits, we were able to deliver a far more compelling pitch.
RESULTS
This redesigned sponsorship package directly resulted in a **40% increase in corporate team funding** compared to the previous academic cycle, proving the tangible business value of visual and structural refinement.
STORIES & SOCIAL ASSETS
EVENT PROMOTION ASSETS
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OVERALL IMPACT
JHMA: Social Media Manager