The University Relations
Cultivating pride.
About.
URelations manages all aspects of school spirit at the University of Minnesota Twin Cities, fostering pride in being part of the campus community.
Our Challenge.
URelations knew they needed to connect with students on social media but were unsure how to do it effectively. They turned to Backpack for help creating content that was both trend-forward and relevant to UMN student culture.
Video Production.
When we began our partnership with URelations in 2021, our focus was on Instagram content highlighting the student experience. We brainstormed, pitched, filmed, and edited short vignettes showcasing life on campus, featuring well-known spots.
Social Media Strategy.
To help URelations grow their audience of current students, Backpack led the brand’s migration to TikTok. Using our analysis of platform trends, we create, curate, and manage content that resonates with the student community.
The Impact.
Today, the official UMN Twin Cities TikTok account continues to grow and reach prospective students, as well as the wider campus community.