University of Waterloo: EDGE Program
Led a team of 5 ambassadors to overhaul social strategy, driving a 400% boost in engagement & 70+ program registrations
Marketing strategist
VISUAL DESIGN
Systems design
CLIENT
University of Waterloo
Role
Marketing Manager
Timeline
2 years
Team size
5 Multi-disciplinary members
Project overview
Overview
UWEDGE is an opt-in experiential education certificate program for undergraduate students in regular (non-co-op) programs of study. Students who complete EDGE develop professional skills, explore their career options and learn how to market themselves to employers.
My contribution:
My role as a lead marketing manager ensuring brand consistency, production accuracy, and scalable asset systems under tight academic timelines:
Led a team of five ambassadors, overseeing content production, campaign planning, multimedia storytelling, and asset approvals
Managed promotional strategy, visual identity, and cross-channel communications to increase student awareness and drive program registrations
Design social media graphics, reels, stickers to boost brand visibility and engagement
Focused on positioning EDGE as an accessible, high-value program for ambitious students looking to differentiate themselves professionally.
Impact & growth
By combining strategic storytelling with strong design execution, I helped reposition EDGE as a high-value, career enhancing opportunity within the Waterloo ecosystem.
Engagement boost: increased 400% boost in engagement across campaign content
Student registrations: increased 70+ registrations through targeted promotional efforts
Digital assets: Produced 50+ digital assets, print materials, and presentation decks
Improved workflow efficiency: through structured timelines and approval systems
The goal
Defining what success meant
Increase program visibility across campus
Boost event attendance and student registrations
Create a cohesive, recognizable visual identity
Produce scalable templates to streamline content production
Strengthen cross-platform engagement (Instagram, digital displays, print, and event media)
Problem space
What wasn't working?
Limited student awareness across campus
Low engagement on digital platforms
Inconsistent visual branding across materials
Difficulty communicating program benefits concisely
So I posed the question,
How might we increase engagement and registrations while maintaining institutional brand guidelines and limited student bandwidth?
The solution
University of Waterloo: marketing system re-desgin
I created cross-platform visual systems and reusable templates aligned with UW brand standards
Produced content and promotional assets with attention to detail and brand consistency
Streamlined ambassador workflows, enabling efficient content production without sacrificing quality
Wrote student-focused copy emphasizing outcomes and benefits
Implemented stronger CTAs, improving engagement and conversion
Shoutout
Special thanks to our EDGE ambassadors for being so dedicated!
Thank you for reading!