Company
Duration
Converting Online Engagement into Real Sales
A university athletics department needed a social media presence that actually moved people, from followers to registered participants. Here's how the content strategy got them there.
About the project
The foundation was built from scratch, including brand guidelines and a bilingual content calendar. At peak, the team was publishing graphics and video content five days a week across Instagram and Facebook, with sports footage filmed and edited in-house. The strategy was built around performance, not just output. Campaign results were tracked through Meta Business Suite with A/B testing and regular analysis used to refine what was working and cut what wasn't. Partnerships with 6+ local businesses and 10+ university departments enabled co-branded campaigns that extended reach beyond the department's existing audience.
Challenges
A university athletics audience is vast, bilingual, and constantly turning over. Keeping them engaged, and converting them, required more than good content.
The department served a diverse student population across multiple sports programs, recreational offerings, and community initiatives, all requiring bilingual content that felt native in both languages, not translated. Audience turnover was constant as students graduated and new cohorts arrived each year, meaning the content strategy had to continuously attract new followers while maintaining engagement with existing ones. Without a structured content team or clear brand guidelines in place, consistency was the first problem to solve before performance could improve. Building the infrastructure and the results at the same time was the core challenge.
Summary
7.5% average monthly follower growth over 1.5 years. 6.2% engagement rate. 5,000 sports program spots sold in 23 hours.
The content strategy drove Instagram growth of 7.5% monthly while sustaining a 6.2% engagement rate, well above industry benchmarks. The clearest proof of what the strategy built came during a single campaign that sold 5,000+ sports program registrations in 23 hours, surpassing the previous sales record of 18 days. What started as a content problem turned into a conversion engine, an audience that didn't just follow, but showed up.
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