Behind the Scenes: The Creative Tactics Driving User Engagement by MPorium's Marketing Team

At MPorium, our dedicated marketing team is integral to shaping the creative direction and management of our store’s social media presence. Focused on platforms like Instagram, TikTok, and Facebook, they strive to increase brand awareness and engage with MPorium’s audience while highlighting our latest merchandise and current theme. From managing weekly campaigns to curating fresh content, their efforts drive both in-store and online sales.

The marketing team is not only responsible for content creation but also utilizes data from social media platforms and Shopify's Instagram and Facebook Shop to track customer behavior, gaining insights into key factors influencing purchasing decisions. According to Olivia Butler, Student Director of Marketing, “Our ultimate focus is to create content that resonates with the Marist community. We aim to craft meaningful experiences for both students and alumni, sparking excitement and engagement, which ultimately drives sales.”

For the 84.5 Classic Rewind theme, the team drew inspiration from iconic rock bands. Album covers from The Beatles, Fleetwood Mac, AC/DC, and others, along with magazine covers from publications like Rolling Stone and Vogue, served as major influences. For example, Dark Side Records in Poughkeepsie was chosen as the backdrop for the grand opening campaign because it perfectly captured the theme, generating excitement among the student body. For their latest drop, Culture Shop, the team shot at the Vanderbilt Mansion in Hyde Park. The waterfall backdrop perfectly complemented the 60s Woodstock vibe that the clothing evokes. 

Behind these striking visuals, a dedicated team of students plays a crucial role in bringing the concepts to life. The MPorium at Marist Ambassador program is made up of 16 students from various majors and class years. Every week, four models are rotated depending on the incoming merchandise. To ensure the photoshoots run smoothly, the team creates weekly mood boards and styles the looks in advance. On shoot day, photos are captured for Instagram and Facebook, along with behind-the-scenes videos for Instagram Reels and TikTok.

Overall, the MPorium marketing team’s creativity and collaboration bring dynamic campaigns to life, strengthening the connection between the store and the Marist community while driving both engagement and sales. Their favorite product category this semester is jewelry!