Marketing+
Events

Three challenges

Awareness, attraction and advocacy, diagnosed separately, because each one fails for a different reason and is fixed on a different channel.

Audiences

Five segments, each with one core channel and one desired action. Everything else follows from this table: a post that serves nobody in it does not get made.

Scroll for the full table →

Channels

One goal per channel, and an explicit list of what does not belong there. The don'ts are the working half: most channel drift is content posted on the wrong platform.

Sequencing

Not everything at once. TikTok is deliberately last: it is the most expensive channel to sustain and the least useful before Instagram works.

1. Now

   Launch Instagram

   No account exists yet, and the primary audiences live there.

2. In parallel

   Strengthen LinkedIn

   State what the Center is, then publish research and project proof.

3. Throughout

   Keep the website as the destination

   Every call to action has to land on a current page.

4. Month 3+

   Launch TikTok

   Only once Instagram has run for three months and settled.

Targets

Medians rather than averages, and reach-based rates rather than follower counts: one viral post should not be able to declare the strategy a success. Semester review: which audience moved, and which channel should be reduced or stopped on the numbers.

Cadence and mix

A rhythm that one person can hold without a content team, and a mix weighted to proof because this is an applied centre.

• 40%

  Applied proof

  Lab demos, project results, industry cases, explainers

• 25%

  People and pathways

  Researchers, students, alumni, career routes, day-in-the-life

• 20%

  Useful navigation

  How to apply, programme differences, event registration, deadlines, FAQ

• 15%

  Community and events

  Recaps, collaborator posts, awards

What it looks like

6 designed posts from the visual identity proposal, in grid order, newest first, the way the profile reads. Study, Student project, Reel are drafted as formats and not yet shot. The launch grid leans on navigation posts; steady state shifts toward applied proof.

• 

  Alumni / 01

  Where AI & ML took me

  People and pathways

• 

  Ask a researcher / 01

  Can AI be biased?

  Applied proof

• 

  07 / Event

  AI Center represents

  Community and events

• 

  Application / 01

  How to apply

  Useful navigation

• 

  Meet the founders

  Two truths, one lie

  People and pathways

• 

  01 / Welcome

  Inside out

  Useful navigation

Instagram, in feed

Hhslu_aimlAsk a researcher / 01

Single image

hslu_aiml You asked. A researcher answers, without hedging and without the jargon. It starts with the data, the model and the context.

#askaresearcher #responsibleai

Hhslu_aiml01 / Welcome

Single image

hslu_aiml The national center of excellence for applied AI, in Central Switzerland. Here is what we actually do. Let us explore it together.

#appliedai #hslu

LinkedIn

The overview post is where the credibility problem shows first, so this is the one asset worked all the way through: a published HSLU Applied AI event post, and the same event rebuilt on the identity above.

AI for Business Leaders

3-day executive masterclass · 29 May, 19 June, 3 July 2026

One published post, rebuilt. Same event, same three dates, same registration code: everything that moved is hierarchy, crop and photography.

As published

• Square, so the feed renders it small. Portrait buys a third more height for the same scroll.
• The subject reads fourth: border, then logo, then a pill, then the course name.
• A stock stairwell. No people, no event, nothing to picture yourself attending.
• Magenta spent on a border, which makes the frame the loudest thing on the post.
• Nine logos and a QR crowd the lower third, and "priorization" is a typo.

Redesigned

• Portrait 4:5, the shape the feed gives the most room to.
• Eyebrow, then the course name at display size. The subject reads first.
• Dates as a black tab: three numbers, no year, legible at thumbnail size.
• A photograph of the real thing: HSLU stand, HSLU crowd, people in the room.
• Magenta reserved for hierarchy: headline, rule, day labels, the register arrow.
• The lecturer-employer logos move into the caption, where they can be named rather than squinted at.

TikTok, from month 3

4 of the 8 carry my own footage and sit in video examples below; the rest are formats, not yet shot. Trending audio is absent on purpose: TikTok gives business accounts the Commercial Music Library only, so an institutional account cannot licence viral sounds. The clean route to a trend is a student posting from their own account and the Center duetting it.

Planned

The portfolio as it stands

Five formats, three audiences, one team. Each one below is on HSLU's own pages; the column on the right is what I would take off someone's desk.

• Applied AI Center Conference

  28 September 2026, Campus Rotkreuz

  Decision-makers, researchers, students and industry partners

  Run production against a plan: speaker and showcase logistics, registration funnel, on-site execution, and the recap content that makes the next edition easier to sell. Under the theme "Technology is scalable. Responsibility is not.", the C-level exchange is the part worth protecting; that is a guest-list and hosting problem, not a stage problem.

• AI Industry Event

  Every semester, twice a year, Campus Rotkreuz

  HSLU students, staff and industry partners

  A recurring format should get cheaper each time it runs. Build it once as a template (run sheet, invitation sequence, sponsor pack, photo and video brief) so each edition is execution rather than reinvention.

• World Robot Olympiad

  Annual competition

  Young people aged 9 to 19

  Volunteer and helper coordination on the day, school and parent communication before it, and the content that turns one competition into a recruiting argument for the Bachelor. Coordinating multinational volunteer teams for 300+ participant events is the closest thing to this I have done repeatedly.

• Engineers Day, Lucerne

  Annual, with HSLU Engineering & Architecture

  Prospective students and the public

  Presence rather than participation: a stand that demonstrates something instead of handing out flyers, staffed by people who can answer the one question every visitor actually has.

• Digital Festival, Zurich

  Annual, as a participant

  The wider Swiss digital community

  Treat an external festival as earned reach: agree what the Center is there to say, book the conversations in advance, and leave with footage and contacts rather than only attendance.