The University Relations
Cultivating pride.
About.
URelations handles all things related to school spirit here at the University of Minnesota Twin Cities. They work closely with University Bookstores to promote UMN merchandise and bolster pride in attending classes here.
Our Challenge.
URelations already understood their need to connect with students via social media, but they were getting stuck on how to do so. They reached out to Backpack for help creating content that was both trendy and relevant to student culture here at UMN.
Video Production.
When our partnership with U Relations began in 2021, our first priority was creating Instagram content that focused on the student experience. To this end, we brainstormed, pitched, filmed, and edited short “vignettes” of the sights a student might see on campus. Content features included various well-known spots around campus, including the Washington Avenue Bridge.
Social Media Strategy.
To help URelations continue building an audience of current students, Backpack spearheaded the brand’s migration to a new platform: TikTok. Using our analysis of TikTok trends, we create, curate, and manage URelations’ TikTok account.
The Impact.
Today, the official UMN Twin Cities TikTok account continues to grow and reach prospective students, as well as the wider campus community.