Marketing and Social Media Management
Social Media Management
In 2025, I was the Social Media Manager for the Graduate School at Calvin University. I produced content for the graduate school to promote programs to prospective students. This content included short-form videos for Instagram and LinkedIn, blog articles, and cross-platform social media posts. The content focused on both current and postgraduate life, emphasizing the graduate school experience as well as the opportunities that come with a Master’s at Calvin University.
Blog Article and Instagram Post
Social Media Video
Marketing - The Manifestation
During my time at Calvin University, I worked with film director Geert Heetebrij, who faced a problem. Despite casting an actor like Inbar Lavi, who has held major roles in popular shows like Lucifer, his 2024 film The Manifestation had failed to make a big splash on streaming and he was looking for a road to international distribution. While the film’s tale of a Faustian bargain for success struck contemporary tones, the marketing didn’t catch the right trends and audiences. I decided to work with him on re-marketing the film with a different idea in mind.
I worked closely with my client throughout the creative process, discussing key objectives and constraints. Through an iterative design process, I refined visual elements based on client feedback, including adjustments to details such as the hair featured in the poster artwork. The final deliverables provided to the client included a set of visual assets designed for use across social media and poster formats, a podcast component, and a newly produced trailer, ensuring the project could be promoted across multiple platforms.
Marketing Strategy
The initial marketing focused on the supernatural elements of the movie, leaning into the mystical and eerie, as well as emphasizing the big-name actress in the film. I decided to pivot the marketing to a focus on a strong element of the film that coincided with 2025 trends: health, wellness, and self-actualization. In an era obsessed with self-help, The Manifestation hits on the compulsion to realize oneself, to manifest your desires, whether financial, spiritual, or physical. I moved the marketing to focus more on these elements in order to align The Manifestation with contemporary trends.
Promotional Podcast
I decided to lean into these trends and developed an AI podcast based on the movie. With no budget for a second round of marketing, AI became a valuable tool to create quality materials. The AI used materials from the movie as well as articles about the themes from the movie, such as manifestation and self-help, to create a dialogue between two AI hosts meant to stir interest in the film.
New Trailer
I edited a new trailer for The Manifestation with a goal from the client of making it short and punchy while still touching on all of the relevant themes in line with the new marketing vision. I used narration from the actors and quick edits of important scenes to communicate motifs to the audience while not taxing their attention.