Real Voices, Real Impact: Building Social Content Strategy Through Ambassadors, Influencers & UGC

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In a crowded digital landscape, higher ed marketers are increasingly turning to the most powerful content creators already within reach—students, alumni, faculty, and campus community members. This workshop explores how to harness relationship-driven content collaborations that amplify reach without draining your budget. Through ambassador programs, influencer partnerships, and user-generated content, you'll learn how to craft a content strategy rooted in authentic campus voices. Sessions will highlight how to adapt messaging for diverse audiences and platforms, leverage existing on-campus connections, and strike a balance between institutional goals and the organic, relatable content that today’s audiences crave.

Segment 1
Influencers with Impact: Building Meaningful Partnerships Without a Budget

Speaker: Perry Rockwood, BYU Idaho

This segment will explore how institutions can cultivate authentic influencer relationships without a budget. Perry will focus on strategically engaging those already connected to the campus, such as alumni and parents, emphasizing experiences over direct compensation. Learn how to navigate complex approval processes and create experiences that translate into organic, high-impact content.

Key takeaways:

• Categorizing and targeting influencer groups based on a university’s unique audiences
• Creative collaboration tactics like speaking engagements and on-campus visits
• Working within institutional approval processes
• Making social media a natural byproduct of meaningful campus engagement

Segment 2
Student Ambassador Programs: Creating Community Through Peer-Driven Content

Speaker: Angel Truesdale, UNC School of Medicine

Discover how student ambassador programs can become powerful tools for building community and attracting future students. This session showcases how to empower students to tell their own stories in a way that feels authentic, not like marketing. Learn how to instill pride and a sense of belonging before a student even applies.

Key takeaways:

• Structuring peer-to-peer ambassador programs that prioritize student voices
• Generating FOMO through authentic, unpolished storytelling
• Making the ambassador role a desirable, student-led initiative

Segment 3
How to Turn Your UGC into Powerful Campus Storytelling

Speaker: Eve Gaciarz, Yale School of Management

User-generated content (UGC) is one of the most authentic tools higher education institutions can use to tell their stories, but collecting it intentionally takes more than just reposting a good photo. This session will explore how Yale School of Management has empowered its community to share moments, insights, and stories that genuinely reflect the campus experience.

In this segment, Eve will share practical strategies for motivating students, alumni, faculty, and staff to contribute meaningful UGC. She’lll explore how to build trust, spark engagement, and encourage storytelling across all levels of your institution. You will also discover how to move beyond reactive content collection and use UGC strategically to amplify your brand, strengthen community connections, and align content with your broader communications goals. Whether you want to implement UGC into your content strategy or are looking to refine your approach, this session will offer actionable takeaways to help you elevate the voices of your campus with purpose.

Key takeaways:

• Learn how to motivate your community to share UGC through clear, purposeful communication
• Discover how to engage faculty and staff in UGC creation and ensure their stories align with your goals
• Understand how to curate and strategically use UGC to enhance your institution’s brand and messaging
• Explore best practices for using UGC to build authentic, lasting connections with your campus community