Social Content and Design

Punnya joined Touchplan, a construction software company, as a Marketing Intern from January – June 2023. She was asked to rejoin the company as a part-time Marketing Assistant from August – November 2025 to assist in the writing and scheduling of LinkedIn, Instagram, and X social content. Using Hootsuite to schedule posts, she managed the company’s content calendar for five months and assisted in the production of posts. In addition to clipping podcasts and webinars for short-form content, she also redesigned the promotional materials used for case study, webinar, and podcast plugs. Upon rejoining as a Marketing Assistant, she designed email templates and conference assets to assist with audience development objectives.

Action Steps:

• Redesigned templates for Instagram and LinkedIn to modernize company branding.
• Leveraged social media best practices involving posting times, hashtags, and key words to increase audience engagement.
• Tracked social and email marketing impressions using Adobe Marketo Engage to assess effectiveness of social strategy
• Designed five email templates for an Intent Data Salesforce campaign to bring product offerings to new audiences.
• Produced one pagers, economic reports, and flyers for the company’s season of conference outreach.

Impact:

• A 27% increase on accounts engaged on Instagram, due to Punnya’s graphic rebranding and social media strategy.
• The execution of a successful intent data campaign, which produced a significant increase in website traffic from newer audiences, assisted by Punnya’s work on the email design.
• Efficient turnaround of emergent design requests amidst a busy conference season.
• An asset library of Punnya’s design templates for the Marketing team to use in the future.

Punnya joined the Boston College Center for Corporate Citizenship as a Design Intern in January 2024. Her role consisted of designing the magazine layout for the center’s seasonal magazine release, as well as designing GIFs, graphics, and signboards for an upcoming conference. She primarily used Adobe InDesign, After Effects, and Illustrator for her editorial design, and Canva for her GIF creations, and produced over thirty asset materials in her five months at the Center.

Initial Challenges:

• Limited capacity to handle the heavy lift of conference asset design
• Limited time to expand creative palette through the creation of GIFs.
• Lack of support with magazine revisions

Action Steps:

• Designed over 30 asset materials for both the conference and the magazine publication.
• Created GIFs that pushed the design and content boundaries of the Center’s social.
• Responded to sudden, emergent demands for signboards, paper tents, and sponsor posters ahead of Conference.

Results:

• A wealth of asset materials, templates, and designs to be used in the future.
• Assistance with the arduous design and copyediting process leading up to the Winter and Spring magazine editions.
• Aid in workflow transitions following supervisor’s retirement.

Punnya joined Next City, a nonprofit news publication, as an Editorial Intern in the summer of 2023. While she originally joined as a reporter, she was eager to use her social media experience to help the publication improve its online presence. Dividing her time between journalism and content creation, she experimented with a number of short-form video content styles for both Instagram and Tik Tok, creating content that more than quadrupled the viewer count that the publication’s page had previously seen.

Initial Challenges:

• Little time or resources to plan, edit, and post video content that was intentional and strategic.
• Videos posted attracted less than 100 views on Tik Tok and Instagram, and follower count on Tik Tok was low (30).
• Coming up with innovative content ideas that increased exposure to Next City’s journalism proved to be difficult

Goal: Create content that…

• Improves the visual interface of both platforms
• Pushes the boundaries on the type of content featured on the page
• Creatively conveys publication’s work and brand values, and drives up viewership and follower count

Action Steps:

• Adapted podcast content into 4 animated videos to promote recent episodes while also keeping the content visually engaging for Instagram and Tik Tok.
• Produced an animated educational video, ‘3 Ways to Cool Your City,’ with a voice-over narration on urban cooling efforts.
• Recorded a front-facing narrative video, adapting an article I wrote for the publication on restorative monuments.

Results:

• Tik Tok follower count increased by 130% , content viewership by 50%.
• Instagram follower count increased by 25%, content viewership by 20%
• A total of 6 short form videos created for IG and TT, along with video and design templates to use for future content creation.

Punnya joined the Boston College Office of First Year Experience as the office’s first-ever Social Media Manager in the Summer of 2022. As the only rising sophomore of a team of forty senior Orientation Leaders, Punnya’s primary job was to capture the university’s first-year orientation program on Instagram and Tik Tok. Leveraging brief ten-minute rest intervals to film and direct content for Instagram Reels and Tik Tok, Punnya was able to produce videos that went viral on Tik Tok and significantly grew the office’s Instagram following In addition to managing socials, she was also responsible for guiding students and parents throughout the orientation, speaking on student panels, and advising students.

Initial Challenges:

• The role of Social Media Manager was a new investment for the office, which added a pressure of justifying the need for such a role through the quality of work produced.
• Each Orientation session required a tremendous amount of labor, as most shifts were 7am-10pm + added time outside of work to edit content and materials
• As the role was brand new, there was no precedent for content type, management style, or schedule, leaving the role to be entirely self-managed, and content entirely self-produced.

Action Steps:

• Developed a content plan and shooting schedule to produce videos for social.
• Provided real-time program updates via Instagram to document each session live.
• Taught herself how to use a borrowed DLSR camera to take live professional photos for session recaps on Instagram.
• Coordinated with, directed, and interviewed forty senior Orientation leaders to shoot content.
• Interviewed over thirty incoming students for a “Student Spotlight” series that would be continued in the following years.

Results:

• Produced six videos for TikTok and Instagram, that went viral on Tik Tok (>100K views) and boosted Instagram following by 50%.
• Captured over 500 live images across seven orientation sessions using a DSLR camera for Instagram.
• Secured the renewal of the role for the following year due to the success of the content created.
• Developed a toolkit with graphic templates and a precedent for future social media managers to fall back on in the following year.

Social Content and Design