Digital & Social

To build early awareness, I launched the campaign with a clear “Save the Date” email. The goal was to get the Career Fair on students’ calendars well in advance, as our audience becomes very busy quickly. It establishes the branding that would carry through the rest of the campaign. The email achieved a 69.7% open rate and a 4.8% click-through rate, nearly double the benchmarks for the Higher Ed industry.

I shifted focus from awareness to building momentum. I personally call it the “Take Note, ‘Cause It’s Coming!” phase.

There were three emails during this phase, with open rates between 66% and 70%, keeping students engaged as the date approached.

Instagram content highlighted employer rosters and quick networking tips designed for easy shareability on Stories and feeds.

The content tone was action-oriented and reassuring, motivating students to prepare and boosting their confidence before the event.

Impact: Built anticipation and provided practical tools, ensuring students not only knew the event was happening, but also felt prepared to show up ready to connect with employers.

This phase focused on tailored programming to meet the needs of specific student groups:

1. International students* navigating work authorization

2. Introverted students* feeling anxious about networking.

*International Student Prep Session Partnered with the International Student Career Counselor to host a workshop demystifying what American Career Fairs are, expectations, and strategies for engaging with employers. The supporting email earned a 78.7% open rate and strong engagement.

**Career Fair Anxiety Session Collaborated with the Emerson Wellness Center to deliver a session on reducing anxiety and building confidence before the fair, helping students approach the event with practical strategies and a calmer mindset.

Messaging across channels reinforced inclusivity by addressing both logistical and emotional barriers to participation.

It strengthened accessibility and equity at the Career Fair by meeting students where they are—whether navigating immigration and cultural questions or needing support to feel confident in employer interactions.

The final phase of the campaign focused on day-of visibility and last-minute engagement to maximize turnout at the Career Fair.

Messaging shifted from preparation to urgency, reminding students that this was their opportunity to connect directly with employers!

Email reminders sent the morning of the event kept the fair top-of-mind and ensured students had logistical details at hand.

Instagram posts and stories used bold graphics and countdown language (“Today’s the Day!”) to drive excitement and walk-in attendance.

Digital signage across campus reinforced the Career Fair’s presence, creating a consistent brand experience from inbox to hallway screens.

After the Career Fair concluded, I shifted focus to capturing impact and sustaining momentum. The recap phase celebrated student participation, highlighted employer engagement, and reinforced the Career Development Center’s role in connecting students to opportunities.

Positioned the Career Fair campaign as more than a one-time push — it became a scalable model that can be adapted for future fairs, ensuring consistent branding, strong engagement, and measurable results.