The biggest campaign I ran was for Purdue University’s Dining & Catering department. I designed, printed, and distributed a “Photo Challenge” scavenger hunt for student leaders to play with incoming freshmen during orientation. The scavenger hunt encouraged interaction with campus dining spaces, promoted menu items and dietary resources, and guided students to engage with dining staff and services.

During the week of orientation I ran the game in person and coordinated small marketing activations at the dining courts such as having tables staffed to answer questions, hand out materials, and help students with dietary restrictions find appropriate options. I trained student leaders on how to lead the activity, troubleshoot issues, and collect entries.

The campaign timeline was roughly six months from concept to completion: research and planning, design and printing of materials, coordination with dining staff and student leadership, execution during orientation week, and post-event wrap-up and measurement. Execution included on-site logistics, designing media for prints, social media templates premade for the Photo Challenge, and collection of participant content.

Results: by the end of the campaign we saw increases across all dining social media channels. We notably saw the biggest increase on Snapchat, which was the dominant platform for the target demographic at the time. The campaign drove higher engagement with dining content, boosted awareness of dietary resources, and helped establish a stronger connection between incoming students and campus dining services.