About the Episode
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About the Episode:
On this episode of Breaking Silos, Shane is joined by an interdepartmental team of marketing, admissions and communications from William & Mary to discuss how they created a student social media ambassadors program called “Wrenfluencers” at the historic institution. Learn how this student-created content has helped bolster the school’s content strategy and fill content gaps many institutions might not have the bandwidth to address.
Join Tiffany Beker, Emily Phillips and Caroline Ward for tips on launching an initiative like this and ensuring content aligns with brand standards while maintaining a unique student-created feel.
Key Takeaways
- Student-Generated Content Drives Results: Authentic, peer-to-peer content from student ambassadors significantly outperforms institutional posts on platforms like Instagram.
- Collaboration is Key: Cross-departmental partnerships reduce redundancy, amplify content distribution, and maximize resource use.
- Structured Professional Development: Through project briefs, mentoring, and creative freedom, the program equips students with valuable skills for future careers in media and communications.
- Strategic Hiring and Retention: An application process that includes work samples ensures students are equipped to hit the ground running, while program incentives like swag and skill-building workshops keep them engaged.
- Impact Beyond Social Media: Content created by Renfluencers fills gaps across multiple communication platforms, enhancing visibility for admissions, student life, and alumni relations.
Episode Summary: Exploring the Renfluencers Program at William & Mary
What is the Renfluencers program, and how did it start?
The Renfluencers program launched in 2022 as a collaborative effort between three departments—marketing, communications, and undergraduate admissions—at William & Mary. Previously, each team had its own student workers creating content in silos. Recognizing shared needs and limited resources, leadership approved a budget to combine efforts. The result? A 10-member cohort of student content creators tasked with producing engaging, authentic content for current and prospective students alike. Weekly meetings ensure alignment and give students the structure to meet cross-departmental goals.
How are students recruited, and what does the program involve?
Prospective Renfluencers go through a selective application process, including a work sample submission to assess their creative abilities. They must also articulate why they want to join the program and demonstrate a passion for representing the William & Mary experience authentically. Once hired, they attend weekly meetings, collaborate with staff mentors, and have the opportunity to pitch their own creative ideas. Their content spans everything from Instagram reels to YouTube shorts, with an emphasis on capturing the campus vibe in a way that resonates with their peers.
What kind of content do Renfluencers create?
The content is a mix of staff-directed and student-pitched projects. Staff members use project briefs to outline institutional needs, while students are encouraged to share their own ideas, ensuring a balance between strategic goals and creative freedom. Examples include celebratory videos for admissions decisions, profiles of campus coffee shops, and student life highlights, all designed to perform well across various platforms.
How does William & Mary maintain quality while preserving authenticity?
The program uses a structured review process to ensure that student-generated content aligns with William & Mary’s brand guidelines. This includes centralized project channels on Microsoft Teams, iterative feedback, and technical support like access to professional-grade equipment. The goal is to polish the content without losing the authentic, student-led feel that makes it so impactful.
What challenges has the program faced?
From navigating bureaucratic hiring processes to balancing students’ creative autonomy with professional expectations, the program has faced its share of hurdles. However, continuous refinement, like improving workflows and hiring earlier in the academic year, has helped the team adapt. One ongoing challenge is managing the fast pace of social media, which demands agility without compromising quality.
What’s next for the Renfluencers initiative?
Building on its early success, the team plans to expand the program by recruiting earlier and refining its processes. They’re also focused on scaling educational opportunities for students through workshops and guest speakers while exploring how to further integrate student-generated content into other areas like web design and YouTube.
Connect With Our Host:
Shane Baglini
About The Enrollify Podcast Network: Breaking Silos is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!
Some of our favorites include Visionary Voices: The College President’s Playbook and The Application with Allison Turcio.
Enrollify is produced by Element451 — the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.
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