Melcourses Campaign
Current Role: Marketing Lead
Time: 2023-Present
Skills: Procreate, Canva, Photoshop, Notion
Overview
At RocLab, I served as the marketing lead where I promoted Melcourses, a student-built alternative to our university’s clunky course scheduling website. Students often struggled with confusing interfaces and limited search features, so I led campaigns to highlight melcourses' cleaner design and smarter filters as well as creating graphics and a mascot to connect with the student audience. Through targeted social media content and on-campus promotions, I helped boost visibility among the student body at UofR.
The Problem
My focus was on addressing low awareness and skepticism around using a student-built tool over the official course scheduler. With limited time and budget, I had to create compelling, trust-building content that clearly communicated Melcourses’ benefits and ease of use, all while connecting people to the Gus the mascot to create a brand people will enjoy to look back at and watch.
Design/Work Process
I focused on clean, eye-catching graphics that mirrored the actual design of the product, so students could instantly understand what they were getting. Throughout the process, I stayed flexible, adjusting content and timing based on what was performing best and what students were saying in real time, adding casual stories to fill in gaps from post to post.
We used Notion to keep everything organized, delegating certain tasks to each team member and setting a clear deadline for such events (as shown on the right)
We also used different software to edit videos, such as Adobe, Photoshop, Canva, Procreate and ScreenStudio, as we wanted to create the best campaign/designs for our audience!
Mascot Designs Drafts and Ideas
Color Palette and Fonts for Mascots
Our Goal
We wanted to increase student usage of melcourses by building trust and awareness through student-centered messaging. From a user experience perspective, the aim was to highlight how Melcourses solved real scheduling frustrations and is relatable towards the audience, making silly stories with poll voting. Aesthetically, the marketing needed to feel clean, cute, modern and approachable—matching the product’s simple yet effective design.
My Campaign
To start, I considered different strategies to reach students where they were, whether it would be on campus or online. I brainstormed meme-style posts, interviews and scheduled posts to events and collaborative reposting from other clubs. I also explored different tones of voice, whether it would be humorous, informative, and empathetic, to see what would resonate most with our audience.
.png)
Mobile App Release Post
2025 Eboard Post For Roclab
Melcourses Promotion Event
Melcourses Boba Poster
Fall Registration Promotion
Roclab Refresher Post
Results
Within the first few weeks of launching the campaign, melcourses saw a noticeable spike in traffic and engagement. Social content highlighting key features like course filtering and visual schedules received strong shares and positive feedback, helping validate the messaging strategy.
I brought a mix of visual design, copywriting, and audience insight to the table, skills that allowed me to translate a technical tool into something students could trust and get excited about. I also relied on my experience creating content at Sibley Music Library, using quick iteration and student feedback to guide what worked. If we had more time, I would have tracked deeper metrics like conversion rates from social clicks to actual schedule builds.