Curtin Law School
Transformed Law School social media with zero budget. Daily authentic content achieved 200% follower growth and 600% increase in impressions.
The Challenge
Curtin Law School needed to compete with established institutions that had actual marketing budgets. No paid ads, no professional videographer, no fancy design software. Just me, a phone, and the goal of making a law school feel approachable to students who typically see legal education as intimidating and elitist.
The real challenge wasn't the zero budget - it was creating content that felt authentic in a space dominated by overproduced institutional marketing that nobody actually engages with.
What I Built
I created a four-pillar content strategy built entirely around showing, not telling:
Educational content that didn't lecture
Staff Q&As that made faculty feel like real people
Student-led content that let current students tell their own stories
"Exploring Campus" series that revealed hidden gems and showcased what makes Curtin Law School worth attending
Posted 3-5x weekly on LinkedIn and Instagram to maintain professional presence across platforms. Every piece of content was self-filmed using CapCat, Final Cut Pro, and Canva with zero professional production budget.
The constraint became the advantage as raw, mobile-filmed content resonated with audiences way better than the polished, corporate stuff other institutions were putting out. Authenticity beat production value every time.
What Happened
200% Instagram follower growth (100 → 300 followers) in six months. 600% impression increase across all platforms. LinkedIn engagement doubled through video-first content strategy targeting prospective students and parents.
The "Exploring Campus" series became evergreen content - kept driving engagement and shares months after posting. Staff Q&As shifted perception from intimidating academics to approachable mentors, which was exactly the shift we needed to make law school feel accessible.
200% follower growth (100 → 300)
600% impression increase
2x LinkedIn engagement rate
3-5x weekly cross-platform content (LinkedIn, Instagram)
What I Learned
The constraint became the advantage. Raw, mobile-filmed content resonated with audiences better than polished corporate marketing. Authenticity happens when you genuinely understand your audience and meet them where they are, not where you think they should be.
Also, platform-specific optimisation and authentic storytelling are what actually move the needle when you don't have budget to buy attention.
