The Challenge
Emory Crew is a student-run club rowing team. With 30+ members, it is the most established club sport at Emory University. During the COVID-19 pandemic, Emory Crew was unable to operate due to University policies, resulting in the loss of its boathouse, 90% of members, and entire digital presence. One and a half years later, I was elected as PR chair and tasked with strategizing a comprehensive digital marketing plan aimed at recruiting new athletes, rebuilding alumni relations, and supporting fundraising efforts.
My Work
I initiated a complete overhaul of Emory Crew's digital strategy. This included building a new website with SEO best practices and creating a distinctive social media presence. With these new and improved digital platforms, I rebuilt a community of current team members, alumni, family & friends, and University supporters.
RESULTS:
– 20% increase in Instagram followers in first 4 months
– 180 potential recruits in first semester
– $16,000 fundraised in 2 weeks
– 2000+ website impressions per month
Additionally, I photographed and filmed extensive content at regattas and team events, as well as restarted the team's semi-annual newsletter. These content creation efforts grew awareness of the team on campus and connected team members with supporters across the world.
