When I stepped into the social media manager role with two of my fellow students and friends, our main goal was to create a cohesive and relatable Instagram presence that resonated with the new customer base we hoped to attract through Coffee Expressions’ upcoming Wittenberg campus location. To achieve this, we revamped the page with a more intentional content strategy. Each post highlighted not only our drinks and other products, but also familiar campus landmarks, helping us connect with students on a more personal level.
We were in a unique position because we weren't just names behind the screen; my peers and I worked in the shop while also heading the social media platform, and we could experience the impact firsthand. Students were excited to come in and try our drinks, and many began participating in the promotions we ran by bringing in their own drinks and sharing them on our page. By showcasing our customers as part of the brand story, we turned everyday student visits into authentic, community-driven content.
This project allowed me to experience firsthand how powerful it can be to meet an audience where they are. We were able to create a presence that felt authentic and engaging by incorporating our own experiences as students into our work without needing big-budget projects. It taught me the importance of connecting to an audience with authentic storytelling that emphasizes a real connection with the audience.
