Screenshot of an Instagram profile for BRASA at Purdue, showing posts related to campus activities, events, and announcements at Purdue University in Brazil.
Stylized digital illustration of the Instagram logo with pink, purple, and yellow gradient colors, surrounded by abstract black and white lines and small circular accents.

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  • Inefficient communication channels and outdated member management tools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