University of California San Diego Bookstore
Marketing Campaign
Social Media Marketing Campaign:
Digital Content Management & Expansion
Project Summary
In Fall 2022, the UC San Diego Bookstore’s Instagram presence stood at a modest 9,000 followers with low engagement on static graphics. Tasked with leading the rebrand, I proposed and executed a creative overhaul to center storytelling, relatability, and student engagement—bringing our campus community to the forefront of our marketing efforts.
Result: Achieved a 25% growth in followers from Fall 2022 to Winter 2025 (12,900+), with increased content engagement and community recognition.
Role:
Marketing Assistant, Photography Lead,
Social Media Lead
Focus:
Project Management, Content Creation, Primary Photographer & Editor
Tools Used:
Canva Pro, Adobe Creative Suite, Notion, Google Suite
Key Goals & Strategy
Reframe Instagram strategy with narrative, visually driven content.
Replace static graphics with lifestyle photography and student-centered visuals.
Create a recurring system for student photoshoots and merchandise campaigns.
Increase engagement and impressions across digital platforms, leading to measurable account growth.
Market Research Insights:
People-first content wins: Students are more likely to engage with posts that feature their peers or people who look like them.
Peer benchmarking: Competitive analysis showed that UCLA, USC, and Harvard all embraced lifestyle imagery over product-focused design.
Relatable storytelling resonates: Content that captures daily life on campus outperforms polished sales promotions.
Implementation Process
Developed & promoted a Modeling Call Form to recruit student models
Scheduled & directed monthly campus-wide photo shoots
Created & managed a multi-use content bank for Instagram, in-store ads, and marketing materials
Launched a visual and editorial rebrand using a series of themed campaigns focused on identity, community, and school pride.
Maintained and refined a content pipeline for future merchandise drops and seasonal promotions.
Rebranding Campaign Series
As the in-house content creator for several Bookstoreinitiatives, I developed, shot, edited, and published a range of social media campaigns designed to drive engagement, celebrate campus identity, and highlight seasonal promotions. Below is a selection of campaigns I led from concept to completion.
Our content performed so well, many photography shoots werereposted by the UC San Diego Main Account (and here) to gain further engagement on the campus page
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Triton Threads
Starting out fresh this school year with some new photos of a fellow Triton in her UC San Diego gear🔱😎
Guess what? You can now share your UC San Diego gear with the hashtag #TritonThreads to be reposted🕶🤏😳
📷: @jaelynndouglas -
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Welcome Back Tritons
Welcome back to UC San Diego Tritons🔱
📷: @jaelynndouglas
#UCSD #UCSanDiego #UCSDBoolstore #TritonThreads -
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Homecoming Sale
You want it Tritons? We got it
ICYMI —> our #UCSDHomecoming 20% off sale on ALL UC San Diego branded clothing, gifts, and supplies is happening NOW!
📷: @jaelynndouglas@manrod28
#TritonThreads -
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Mid-Term Sale
Kickin' through these midterms has me stressed. But you know what always helps? #RetailTherapy.
📸: @jaelynndouglas @manrod28
#TritonThreads #Tritons #UCSD -
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Holiday Sale
Need some quick but useful gift ideas for the holidays? We've got you covered! From apparel to accessories, we've still got lots of goods in stock #TritonThreads
📸: @jaelynndouglas @manrod28
