Research & Discovery

Analyzed competitor co-op program social presence and student engagement patterns on Instagram. Identified content gaps and opportunities to showcase Northeastern’s co-op experiences from the national to global scale. Developed a content calendar strategy that balanced promotional posts with authentic student storytelling, recognizing that peer experiences drive engagement and interest in co-op opportunities.

Project Overview

Central Co-op’s social media presence needed to grow from zero to become a resource for students, employers, and faculty. During my six-month co-op, my co-worker (Justin Williams) and I built and managed two Instagram accounts from the ground up, creating a content ecosystem that highlighted real student experiences, employer spotlights, and co-op success stories. The strategy focused on authentic storytelling that resonated with different audiences.

The Challenge

Growing a brand-new account required both consistent posting and strategic content that would stop scrollers in their tracks. The challenge was creating content that appealed to multiple audiences: prospective co-op students looking for inspiration, current students seeking placement advice, employers evaluating Northeastern talent, and faculty encouraging student participation. Each post needed to serve the brand while driving meaningful engagement.

Impact & Outcomes

The data-driven strategy delivered measurable results across both accounts. With consistent posting and strategic use of trending formats, we achieved 60,600+ views and 900% follower growth. Viral content showcasing global co-op experiences averaged 2,330 views per post, demonstrating strong audience interest. The expanded reach to 78.9% non-followers shows the content resonated beyond existing followers. This social media foundation now serves as a key recruitment and engagement tool for Central Co-op across all colleges at Northeastern.