UHCL Campus Recreation and Wellness
UHCL Campus Recreation
and Wellness
UHCL Campus
Recreation and
Wellness
Marketing and Communications Strategy
Marketing and
Communications Strategy
UHCL Campus Recreation and Wellness Center is the primary hub for student health and physical engagement at the University of Houston Clear Lake. The department provides diverse programming, from competitive sports to wellness initiatives. My objective was to modernize the department's visual communication and develop a marketing strategy to better engage a diverse student body. This case study showcases a full-scale plan, including high-impact campaigns, social media content, and other marketing efforts designed to elevate the department's presence on campus and drive community membership.
UHCL Campus Recreation and Wellness Center is the primary hub for student health and physical engagement at the University of Houston Clear Lake. The department provides diverse programming, from competitive sports to wellness initiatives. My objective was to modernize the department's visual communication and develop a marketing strategy to better engage a diverse student body. This case study showcases a full-scale plan, including high-impact campaigns, social media content, and other marketing efforts designed to elevate the department's presence on campus and drive community membership.
Role
Role
Marketing assistant
Marketing assistant
Client
Client
University of Houston Clear lake, Rec center
University of Houston Clear lake, Rec center
Year
Year
2025 - 2026
2025 - 2026
Understanding the Problem :
Despite being designed primarily for students, the UHCL Campus Recreation & Wellness Center faced a major awareness and engagement gap. Many students were unsure whether the facility was free, how to use it, or if programs and events were meant for them leading to hesitation and low participation.
From a marketing standpoint, communication was fragmented and ineffective. Information about classes, events, and services was not reaching students in a clear or engaging way. A single, text-heavy flyer was reused across all platforms, resulting in poor visual appeal and low engagement. There was no cohesive marketing strategy, defined workflow, or consistent approach to content, and many available resources and collaboration opportunities across campus were underutilized.
These challenges highlighted the need for a student-first marketing system that combined clear messaging, engaging visuals, and structured processes to bridge the gap between the Rec Center and the students it serves.
The Solution :
To address the awareness and engagement gap, I designed and implemented a student-first marketing workflow that combined strategic planning and platform-native content. The focus was on making the Rec Center feel welcoming and relevant while ensuring marketing efforts were consistent and aligned with university brand standards. By shifting away from one-size-fits-all promotions, the approach prioritized short-form video, inclusive visuals, interactive campaigns, and clear communication. This allowed the Rec Center to move from reactive posting to intentional storytelling that resonated with students while still engaging the broader campus and local community.
Key Contributions
Built and maintained a centralized marketing calendar and established a structured workflow for social media marketing, improving planning, execution, and cross-functional coordination
Designed campaign assets across digital and print channels, including logos, posters, flyers, banners, website displays, TV screens, radio messaging, and newsletters, while adhering to strict university branding guidelines
Created short-form video content to support event promotion and strengthen ongoing social media engagement
Provided on-ground marketing support for events through photography and video coverage, campus tabling, event setup visuals, mixed-media backdrops, and interactive participation activities
Prioritized accessible and inclusive communication across all touchpoints to foster a sense of belonging among students and community members
Understanding the problem :
Despite being designed primarily for students, the UHCL Campus Recreation & Wellness Center faced a major awareness and engagement gap. Many students were unsure whether the facility was free, how to use it, or if programs and events were meant for them leading to hesitation and low participation.
From a marketing standpoint, communication was fragmented and ineffective. Information about classes, events, and services was not reaching students in a clear or engaging way. A single, text-heavy flyer was reused across all platforms, resulting in poor visual appeal and low engagement. There was no cohesive marketing strategy, defined workflow, or consistent approach to content, and many available resources and collaboration opportunities across campus were underutilized.
These challenges highlighted the need for a student-first marketing system that combined clear messaging, engaging visuals, and structured processes to bridge the gap between the Rec Center and the students it serves.
The Solution :
To address the awareness and engagement gap, I designed and implemented a student-first marketing workflow that combined strategic planning and platform-native content. The focus was on making the Rec Center feel welcoming and relevant while ensuring marketing efforts were consistent and aligned with university brand standards. By shifting away from one-size-fits-all promotions, the approach prioritized short-form video, inclusive visuals, interactive campaigns, and clear communication. This allowed the Rec Center to move from reactive posting to intentional storytelling that resonated with students while still engaging the broader campus and local community.
Key Contributions
Built and maintained a centralized marketing calendar and established a structured workflow for social media marketing, improving planning, execution, and cross-functional coordination
Designed campaign assets across digital and print channels, including logos, posters, flyers, banners, website displays, TV screens, radio messaging, and newsletters, while adhering to strict university branding guidelines
Created short-form video content to support event promotion and strengthen ongoing social media engagement
Provided on-ground marketing support for events through photography and video coverage, campus tabling, event setup visuals, mixed-media backdrops, and interactive participation activities
Prioritized accessible and inclusive communication across all touchpoints to foster a sense of belonging among students and community members
Understanding the problem :
Despite being designed primarily for students, the UHCL Campus Recreation & Wellness Center faced a major awareness and engagement gap. Many students were unsure whether the facility was free, how to use it, or if programs and events were meant for them leading to hesitation and low participation.
From a marketing standpoint, communication was fragmented and ineffective. Information about classes, events, and services was not reaching students in a clear or engaging way. A single, text-heavy flyer was reused across all platforms, resulting in poor visual appeal and low engagement. There was no cohesive marketing strategy, defined workflow, or consistent approach to content, and many available resources and collaboration opportunities across campus were underutilized.
These challenges highlighted the need for a student-first marketing system that combined clear messaging, engaging visuals, and structured processes to bridge the gap between the Rec Center and the students it serves.
The Solution :
To address the awareness and engagement gap, I designed and implemented a student-first marketing workflow that combined strategic planning and platform-native content. The focus was on making the Rec Center feel welcoming and relevant while ensuring marketing efforts were consistent and aligned with university brand standards. By shifting away from one-size-fits-all promotions, the approach prioritized short-form video, inclusive visuals, interactive campaigns, and clear communication. This allowed the Rec Center to move from reactive posting to intentional storytelling that resonated with students while still engaging the broader campus and local community.
Key Contributions
Built and maintained a centralized marketing calendar and established a structured workflow for social media marketing, improving planning, execution, and cross-functional coordination
Designed campaign assets across digital and print channels, including logos, posters, flyers, banners, website displays, TV screens, radio messaging, and newsletters, while adhering to strict university branding guidelines
Created short-form video content to support event promotion and strengthen ongoing social media engagement
Provided on-ground marketing support for events through photography and video coverage, campus tabling, event setup visuals, mixed-media backdrops, and interactive participation activities
Prioritized accessible and inclusive communication across all touchpoints to foster a sense of belonging among students and community members
FIND YOUR STRENGTH
FIND YOUR COMMUNITY
FIND YOUR STRENGTH
FIND YOUR COMMUNITY
FIND YOUR STRENGTH
FIND YOUR COMMUNITY
Reimagined the UHCL mascot in a modern rubber-hose illustration style to anchor a 360° campaign. This approachable identity was applied across campus print, stickers, and social media to drive student belonging and event engagement.
Reimagined the UHCL mascot in a modern rubber-hose illustration style to anchor a 360° campaign. This approachable identity was applied across campus print, stickers, and social media to drive student belonging and event engagement.
Reimagined the UHCL mascot in a modern rubber-hose illustration style to anchor a 360° campaign. This approachable identity was applied across campus print, stickers, and social media to drive student belonging and event engagement.
Designed a high-volume library of print assets including tournament posters, class schedules, and event flyers to ensure clear, consistent communication across the facility while adhering to strict university brand guidelines.
Designed a high-volume library of print assets including tournament posters, class schedules, and event flyers to ensure clear, consistent communication across the facility while adhering to strict university brand guidelines.
Designed a high-volume library of print assets including tournament posters, class schedules, and event flyers to ensure clear, consistent communication across the facility while adhering to strict university brand guidelines.
Optimized digital presence by leveraging trending audio, high-energy motion graphics, and platform-specific terminology to resonate with the student demographic. By analyzing performance metrics and engagement data, I refined posting schedules and content formats to ensure maximum reach and community interaction.
Optimized digital presence by leveraging trending audio, high-energy motion graphics, and platform-specific terminology to resonate with the student demographic. By analyzing performance metrics and engagement data, I refined posting schedules and content formats to ensure maximum reach and community interaction.
Optimized digital presence by leveraging trending audio, high-energy motion graphics, and platform-specific terminology to resonate with the student demographic. By analyzing performance metrics and engagement data, I refined posting schedules and content formats to ensure maximum reach and community interaction.
Represented Campus Recreation on the Division of Student Affairs planning committee to coordinate this campus-wide event. I collaborated directly with the university marketing department to execute a seamless, cross-platform opening week experience.
Represented Campus Recreation on the Division of Student Affairs planning committee to coordinate this campus-wide event. I collaborated directly with the university marketing department to execute a seamless, cross-platform opening week experience.
Represented Campus Recreation on the Division of Student Affairs planning committee to coordinate this campus-wide event. I collaborated directly with the university marketing department to execute a seamless, cross-platform opening week experience.
Impact
Organic Growth: Achieved a 15% increase in overall social media engagement through a platform-native content strategy and consistent brand storytelling.
Facility Participation: Drove a 30% rise in student event participation and facility usage by bridging the communication gap through targeted, student-first marketing.
Program Success: Scaled audience reach for group fitness and intramural sports to full capacity, necessitating "sold out" announcements for high-demand classes.
Operational Excellence: Significantly improved marketing team turnaround times and efficiency by implementing a structured workflow and centralized creative calendar.
Visual Cohesion: Established a unified brand identity across all touchpoints, ensuring seamless visual consistency from digital feeds to on-campus environmental design.
This role defined my ability to lead creative strategy while maintaining high-volume design execution in a fast-paced university environment.
Impact
Organic Growth: Achieved a 15% increase in overall social media engagement through a platform-native content strategy and consistent brand storytelling.
Facility Participation: Drove a 30% rise in student event participation and facility usage by bridging the communication gap through targeted, student-first marketing.
Program Success: Scaled audience reach for group fitness and intramural sports to full capacity, necessitating "sold out" announcements for high-demand classes.
Operational Excellence: Significantly improved marketing team turnaround times and efficiency by implementing a structured workflow and centralized creative calendar.
Visual Cohesion: Established a unified brand identity across all touchpoints, ensuring seamless visual consistency from digital feeds to on-campus environmental design.
This role defined my ability to lead creative strategy while maintaining high-volume design execution in a fast-paced university environment.
Impact
Organic Growth: Achieved a 15% increase in overall social media engagement through a platform-native content strategy and consistent brand storytelling.
Facility Participation: Drove a 30% rise in student event participation and facility usage by bridging the communication gap through targeted, student-first marketing.
Program Success: Scaled audience reach for group fitness and intramural sports to full capacity, necessitating "sold out" announcements for high-demand classes.
Operational Excellence: Significantly improved marketing team turnaround times and efficiency by implementing a structured workflow and centralized creative calendar.
Visual Cohesion: Established a unified brand identity across all touchpoints, ensuring seamless visual consistency from digital feeds to on-campus environmental design.
This role defined my ability to lead creative strategy while maintaining high-volume design execution in a fast-paced university environment.
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