A SMASching way to Recruit and Showcase your Programs through Social Media Ambassador Scholarships (SMASch)

Social media is undoubtedly one of the most important marketing tools in this digital age and has caused the higher education market to become saturated, creating increased competition for higher education recruitment. Top universities are utilizing social media as a means to market themselves globally by posting consistent, relatable, and emotional content (Maresova, Hruska, Kuca, 2020). To fill our need to create such content to build up our social media presence, while also learning from our best teachers (our students) on what content works best, we created the Social Media Ambassador Scholarship (SMASch) program. In addition, this project focused on highlighting diversity, and prioritizing ambassadors who represent a wide range of students and underrepresented groups. This session will cover the design, context, and outcomes related to the launch of this new project to help provide more engaging programmatic insights and perspectives as a recruitment and marketing strategy