MCKINLEY HEALTH
CENTER
social media feed design ✖
Overview
Nearing the end of August 2019, I took over as the Social Media & Digital Design Intern for McKinley Health Center–– the student health center at University of Illinois at Urbana-Champaign.
In this role, I plan, design, and create content (i.e. posts) for McKinley's Facebook and Instagram, with a larger focus on the latter. Its content encompasses medical information, resources at McKinley, health and safety tips, and other relevant topics.
Date
September 2019 –– Present
Deliverables
✖ Original designs and content for social media platforms
✖ New and improved Instagram feed
Tools
✖ Adobe Illustrator
✖ Adobe Photoshop
✖ Buffer (social media management)
Before and After
The previous intern in my position did a fantastic job laying out a visual foundation for McKinley's Instagram feed. When I picked up where she left off, my goal was to maintain continuity while still diversifying how the feed looked.
Before
(previous intern's work)
After
(my work!)
Visit McKinley Health Center's Instagram to view the full scope of the feed!
What I Did
Without completely moving away from the consistent "rainbow theme" depicted on the left, I was able to keep the same foundation yet be more flexible and experimental with my posts. A general rainbow theme is still followed but not strictly adhered to like before.
Key Highlights
-
Flexibility and variety with visual content
-
Incorporating "real" photos (e.g. people: students + staff, outreach events, campus, etc.)
-
More visual graphics, less text-dense
-
More medical-related posts (e.g. frostbites, cervical cancer, migraines, etc.)
-
Experimenting with typography
Highlight Reel
Do I have favorite posts? ...of course I do! Though I'm proud of each piece of work I've created, I can't help but pick a few favorites to showcase.
The Numbers
Aside from creating posts, the overarching goal of my position is to increase McKinley's online presence on social media platforms. Below are the analytics for McKinley's Instagram and Facebook between October 1 to December 10 (10 weeks).
* Note: The range begins on October 1 because that was when I officially began posting my own content (woo hoo!).
Total Followers
↑ 43%
Likes
↑ 54%
Post Reach
(# of unique people
who saw our content)
↑ 44%
Engagement Rate
↑ 6%
Total Followers
↑ 3%
Reactions (i.e. likes)
↑ 78%
Post Reach
(# of unique people
who saw our content)
↑ 20%
Engagement Rate
↑ 464%