I served as the Marketing Executive at Wisconsin Hoofers, UW-Madison's oldest and largest student organization on campus.
The following projects were some highlights of my leadership:
- Branding & Logo Redesign
Hoofers is made up of 6 internal clubs: Sailing, Mountaineering, Scuba, Riding, Ski and Snowboard, and Outing. Each club has its own activities, membership, leadership, and unique personality. Each club designed their own logos for various marketing purposes, however, the overall identity for the club as a whole was lacking. These logos spoke volumes about the clubs and their mission when viewed individually but didn't fit together into a cohesive Wisconsin Hoofers image.
Additionally, Hoofers was taken under the Wisconsin Union Directorate in my first few months as Marketing Executive which meant all marketing materials and logos were required to abide by Union standards. In response, I led a redesign of all Hoofers logos by collaborating with Union officials and all marketing teams to yield a product that met the new requirements while maintaining each club's vision.
The circle emblem provided a blank space for each club to design an icon that represented their club the best. It also created a uniform representation of the six clubs and a unified brand under the Wisconsin Hoofers umbrella in all Wisconsin Union media kits and marketing materials.
As the main liaison between the individual clubs' marketing teams and the Wisconsin Union officials, I was able to negotiate that each club was able to use their previous logos on club-exclusive, internal marketing, such as shirts, stickers, and social media content, as long as they agreed to the new logos for Wisconsin Union marketing and media purposes.
2. Building of Hoofers' social media presence
I developed the Facebook page for the organization by writing and posting frequent content engaging with campus to increase membership and promote Hoofer club events. I wanted to create an an interactive resource for club members to ask questions, chat with the Hoofers community, and receive all the information they need about club happenings. Through eye catching content and rapid response rate, the Facebook group became an inclusive environment that portrayed the outdoors as accessible to all and in effect, increased overall membership.
Launch of Hoofers Instagram:
From the ground up, I built a Hoofers instagram presence by creating visual content, writing engaging copy promoting Hoofer club activities and by interacting with club members and the greater campus audience to extend reach.
3. Development of a new and improved website (hoofers.org)
Prior to this project, each club had their own websites which contained all events and membership information. However, the Tech and Marketing teams noticed that people were often confused how to find these clubs online or how all of these clubs fit together in the overall Hoofers organization. Hoofers needed an online landing spot for people who needed general information about the club, its history, membership criteria, and descriptions on the six internal clubs under the Hoofer umbrella.
Visitors could then visit the individual club's web pages that peak their interest in order to learn more about getting involved.