BRASA: Digital Marketing & Engagement
Led digital strategy for Purdue’s Brazilian Student Association, unifying its online presence and student engagement.
BRASA Purdue: Building Community Through Strategic Content Design
Introduction
The Brazilian Student Association at Purdue (BRASA Purdue) connects over 200 members through cultural, academic, and social events. As Communications Director, I redesigned the organization's digital presence and communication strategy to strengthen community engagement and expand reach across campus.
Challenge
BRASA had passionate members and vibrant events, but its digital presence didn't reflect that energy. Social media branding was inconsistent, event promotion was sporadic, and communication channels were fragmented. Prospective members couldn't find us, and current members missed important updates.
The brief: Build a unified digital identity that inspires engagement and reflects the spirit of Brazil's student community at Purdue.
Solution
I started with a full audit of existing communication channels, identifying what worked and what didn't. The insight: events alone don't build community—storytelling does. I developed a digital content strategy centered on cultural pride and authentic student connection, creating a monthly editorial calendar that aligned social media, email campaigns, and event promotion.
The visual identity needed consistency. I designed promotional graphics, videos, and event materials for Instagram, Facebook, and Purdue's student platforms, establishing a cohesive system using recognizable colors, typography, and tone of voice. Crafting bilingual content in English and Portuguese enhanced accessibility and made members feel genuinely seen.
Operationally, I managed the member database and rebuilt email marketing workflows to improve communication efficiency. I introduced performance tracking for campaigns—monitoring engagement and attendance metrics—and coordinated with event leads to synchronize digital promotion with in-person initiatives.
"Our visuals didn't just promote events—they built a community narrative that students wanted to be part of."
Conclusion
Event attendance increased by 40% through consistent digital promotion and stronger messaging. A cohesive brand identity emerged across all channels, and engagement grew through targeted posts, interactive stories, and community highlights.
Impact: Strengthened BRASA's presence within Purdue's student community, creating a recognizable brand voice that resonated beyond our existing membership. Improved internal communication kept members informed and connected. Demonstrated how strategic storytelling, visual design, and data-driven marketing foster cultural community engagement—proving that content design builds more than awareness; it builds belonging.