Designing a Stratgy for AIGA’s Social Media
AIGA is the leading professional association for graphic designers, with a mission to advance design as a professional craft, strategic tool, and vital cultural force. AIGA represents a diverse group of creative professionals and offers programs, events, and resources to support the design community.
Problem 😵💫
Key issues included:
Self-serving promotional content, lacking engagement.
Dull, transactional email campaigns with little engagement or inspiration.
No human face to AIGA—only design promotions, leaving the organization feeling faceless and distant.
Lack of tailored content for LinkedIn, missing an opportunity to engage professional designers.
When I began working with AIGA, there was a clear disconnect between the AIGA brand and its Eye on Design brand. Eye on Design, with over 1M Instagram followers, was an engaging platform that showcased innovative designers and design-related content. Meanwhile, AIGA’s social media channels were filled with promotional, self-serving content—mostly about buying courses, attending events, or becoming a member. While AIGA was the professional association for graphic designers, the content felt stale and lacked personality, failing to encourage engagement or interaction from its audience. There was no space for inspiration or community connection, and the organization was mainly seen as a place for transactions rather than a source of value. As Eye on Design was phased out, AIGA needed to build its own identity and become a beloved brand.
Approach 💡
I developed a strategy to make AIGA’s social media more human-centered and engaging, while aligning it with the interests of the design community. My approach included:
Content Creation & Strategy
I introduced new content that would bring inspiration and value, such as featuring design tips from AIGA’s Director of Design Content and Learning and showcasing real designers, AIGA medalists, and design contest winners.
Filling the Void for Designer Voices
After Eye on Design stopped publishing, I sought ways to amplify designers' voices and foster meaningful conversations within the design community. I created space for dialogue on AIGA’s social media channels. One key initiative was the AIGA Design Opinions series, where I used LinkedIn polls to invite designers to share their perspectives on important issues.
Targeting LinkedIn for Professional Engagement
Given AIGA’s focus as a professional association, I tailored content specifically for LinkedIn, which would appeal to design professionals looking for both inspiration and career opportunities, re-establishing AIGA’s role as a thought leader in the design industry.
Revamping Email Marketing & Cross-Platform Integration
I helped overhaul AIGA’s email strategy by integrating it with social media and streamlining content. This included repurposing social media content for emails, developing a cohesive editorial calendar, and personalizing AIGA’s newsletters to cater to different audience segments.
Integrating Social Media with Website Traffic
I used landing pages in conjunction with social media campaigns, such as special posts for holidays or awareness months, to drive traffic back to the AIGA website. This allowed AIGA to share valuable content while also encouraging site visits and participation in programs.
Michelle Koenigsknecht, Director of Marketing, AIGA
"Before Emmalee joined, we were working with an agency for social media and marketing support, but it didn’t bring the creative direction or engagement we needed. Emmalee came in with fresh, innovative ideas based on AIGA’s brand and needs. She totally transformed our social media presence, making it more engaging, creative, and aligned with our mission."
