What happens when a single student makes a criticism about your university’s social media presence on Instagram?

Instead of dismissing it, I took that kernel of truth and transformed it into a creative project that addressed the issue, but also blended strategic goals of raising the quality of admissions during “yield” season.

In 2016, a single criticism grew into an annual social media project called #IAmUCI, a collection of students sharing what they love about UCI in order to highlight more student voices to speak to prospective students.

It eventually landed on the university’s homepage, and I received numerous inquiries on replicating it for other campus entities as well as other college campuses.

This is just one example of seeing potential and finding creative solutions to challenges where everyone can win.