Digital Marketing & Engagement Strategy for the Brazilian Student Association

Marketing & Social Media Manager | Purdue University

context

The Brazilian Student Association at Purdue University (BRASA Purdue) is a vibrant, student-led organization that connects over 200 members through cultural, academic, and social events.

Goal: Strengthen the organization’s digital presence and community engagement by redesigning its online communication strategy across multiple platforms.

problem

The association needed a cohesive digital strategy to unify its messaging, expand reach, and better communicate with both current members and prospective students.

Challenges included:

  • Inconsistent social media branding and content cadence

  • Limited visibility for events and initiatives

  • Inefficient communication channels and outdated member management tools

Challenge: Build a unified digital identity that inspires engagement and reflects the energy of Brazil’s student community at Purdue.

process

1. Strategy & Planning

  • Audited existing communication channels to identify strengths and gaps

  • Defined a digital content strategy focused on storytelling, cultural pride, and student connection

  • Developed a monthly editorial calendar for social media and email campaigns

2. Creative Content & Design

  • Designed promotional visuals, videos, and event materials for Instagram, Facebook, and Purdue’s student platforms

  • Implemented a cohesive visual identity system using consistent colors, typography, and tone of voice

  • Crafted bilingual content (English & Portuguese) to enhance accessibility and inclusivity

3. Digital Operations & Engagement

  • Managed member database and email marketing workflows, improving communication efficiency

  • Introduced performance tracking for campaigns, monitoring engagement and attendance metrics

  • Coordinated with event leads to align social media timing with in-person initiatives

“Our visuals didn’t just promote events — they built a community narrative that students wanted to be part of.”

outcome

  • Event attendance increased by 40%, driven by consistent digital promotion and stronger messaging

  • Established a cohesive brand identity across all channels

  • Boosted engagement through targeted posts, interactive stories, and community highlights

impact

  • Strengthened the association’s online presence, creating a recognizable brand voice within Purdue’s student community

  • Improved internal communication, ensuring members stayed informed and connected

  • Demonstrated the power of strategic storytelling, visual design, and data-driven marketing in fostering cultural community engagement