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TH OWL International
Instagram-first social media strategy to recruit international engineering students
TH OWL — General Engineering (Bilingual), Germany
About the Client
TH OWL (Ostwestfalen-Lippe University of Applied Sciences and Arts) is a public university in Germany's Ostwestfalen-Lippe region; the engagement supports its bilingual General Engineering programme in recruiting international students.
The Challenge
- Build an Instagram presence that recruits prospective international students, engages current students, and builds visibility with education agencies.
- Position TH OWL clearly: study engineering in English in Germany — practical, international, career-oriented.
- Make the account feel visually alive — real student life, not an administrative university page.
- Speak to three very different audiences at once: prospective students, current students, and agencies/consultants.
Our Approach
- An Instagram-first system (Reels, carousels, Stories, Highlights) with Facebook as a secondary channel for parents, local visibility and consultants.
- Five content pillars — Program Explained, Application & Deadlines, Practical Semester, Student Life and agency-friendly carousels — in a 70% student-life/practical, 20% application, 10% institutional mix.
- Clear visual rules: real student photos, raw video and campus/company footage with subtitles — never stock imagery or brochure-style slides.
- A 6-week launch content plan, defined posting cadence and optimal times, plus a simple draft → dean's-office approval (48h) → publish workflow.
Services Provided
Instagram & Facebook account setup and positioningFive-pillar content framework & 70/20/10 content mix6-week launch content plan (feed posts + Stories)Reel series "Engineering Beyond the Classroom" (company-visit videos)Agency-ready program carousels (name, language, degree, deadline, benefits)Hashtag strategy (core + rotating, placed in first comment)Posting-cadence tiers & optimal-time schedulingDraft → approval (48h) → publish workflow with revisionsBenchmark analysis of peer international university accounts
The Result
Delivered a ready-to-launch, Instagram-first strategy that turns TH OWL's engineering program into a visually alive, student-led feed — built to recruit international applicants, engage current students and give agencies clean, shareable program content, with a clear content plan, workflow and cadence to sustain it.