Haute

As Marketing Director for Haute, USC’s student-run arts, culture & lifestyle magazine, I developed a robust, data-informed strategy and spearheaded a digital marketing campaign during the global pandemic. My approach drove readership growth in spite of unprecedented external conditions, and established scalable processes that continue to benefit the organization today.

Data Analysis & Strategy

Analyzing post views and follower growth over time revealed significant spikes concentrated around two key periods: the start of each semester and the launch of a new magazine issue. Regression analysis further identified that posts featuring student creators consistently correlated with the highest levels of views, likes, and comments.

The central challenge for our team, particularly during busy academic periods, was effective prioritization due to abundant creative talent yet limited time and resources. Leveraging these data insights, I established a structured strategic framework:

• Start Strong: Invest substantial effort at the beginning of each semester to produce high-quality and high-volume marketing materials. This critical period maximizes visibility and attracts new potential members.

• Peak Content: Allocate maximum resources and production value to milestone events, notably theme announcements and magazine launches, to clearly define the club’s identity and build anticipation.

• Fan the Flames: Sustain post-launch engagement through consistent, strategically scheduled content that maintains audience connection without excessive resource commitment.

• Spotlight Students: Prioritize and expand content that prominently features student creators, capitalizing on their proven effectiveness in boosting engagement metrics.

Content Creation

Multimedia

I helped produce and direct this IGTV video, featuring one of the student creators from the magazine issue. The video acted as a living extension of the magazine, blending personality, visual storytelling, and lifestyle in a way that resonates with our core audience. What made our campaign especially impactful was its relatability and emotional tone. During the pandemic, when many students were navigating feelings of isolation, the video’s intimate, personal feel helped foster connection and made the content feel more human.

Illustration

Inspired by Apple iPod commercials and Andy Warhol, I created these illustrations with the original intention of using them for several purposes, such as photo backdrops, featuring them on screens/projections during the launch party, public art, or poster prints. Adapting to the pandemic, I Photoshopped them into various public settings to post as enigmatic Instagram stories teasing the launch, then later provided them free to download as smartphone wallpapers.