Campaign & Event Marketing
Latinx Business Student Association
The Latinx Business Student Association is a nonprofit student organization sponsored by UC Berkeley’s Haas School of Business. Founded in 1998 by three Latino students admitted to Haas, LBSA works to increase Latinx representation in higher education and business through professional development, access to resources, and a lasting community known as Familia.
Led digital campaign planning and content production generating 10K+ impressions while helping market and execute initiatives ranging from a sold-out fundraiser to a 186-person annual banquet.
- Role
- Marketing & Public Relations Director
- Organization
- Latinx Business Student Association
- Timeline
- Aug. 2021-May 2023
- Focus
- Campaigns · Event marketing · Community communications
- Tools & methods
- Instagram · Social content · Graphic design · Event promotion
- Collaboration
- Executive board and event committees
01 / The challenge
What needed
to be solved.
LBSA’s mission gave our events a shared purpose. Professional programs connected students with resources and career opportunities, fundraisers helped support the organization, and social events and retreats gave members time to build the relationships behind our Familia.
I had to make each invitation specific to the event while keeping that purpose visible. Members needed to understand what they could gain, who could attend, and how to participate. The practical details mattered as much as the tone, especially when an event involved eligibility requirements, ticket costs, or an application.
02 / My role
What I contributed.
As Marketing & Public Relations Director, I helped people understand what LBSA offered and how they could be part of it. I worked across campaign planning, content, member communication, and event execution, with support and input from PR committee members and the teams responsible for each initiative.
My contributions
I planned campaigns, created graphics and video, communicated with members, and helped promote and run events. For the annual banquet, I was part of the three-person marketing team, designed the photo-booth strip, and supported guest check-in.
The team around the work
I worked with PR committee members, the executive board, Finance, and event teams. Together, we coordinated ticketing, vendors, budgets, and logistics. Keeping the promotional schedule connected to those decisions helped us give members accurate information as plans developed.
03 / The approach
Decisions behind the work.
- 01
Start with the reason to participate
A professional event offered career connections; a retreat offered time to build relationships within the organization. I planned graphics, video, and member messages around that difference. LBSA’s identity stayed recognizable, while each campaign gave people a specific reason to attend.
- 02
Plan the campaign around the event
For the banquet, our marketing team introduced the yacht experience before moving into invitations, ticket prices, and purchase deadlines. I helped coordinate that sequence with the teams handling Finance and event logistics. The sponsorship post addressed a different question: how members could apply for help with the cost of attending.
- 03
Coordinate the people behind the invitation
The work involved PR committee members, Finance, campus teams, alumni, and representatives from EY, Deloitte, and KPMG. I helped keep the communication and event requirements aligned across those groups, so the information we shared with members reflected the plans being made behind the scenes.
04 / Execution
Campaigns brought to life.
These examples follow the events I helped market and run, from the first invitation through the experience members shared.
Across the LBSA calendar
- Recognition
- I kept LBSA recognizable across very different events through recurring organization names and visual cues. A workshop, fundraiser, and retreat could each have their own creative while still feeling connected.
- Access
- I paid attention to the information members needed to participate: dates, registration instructions, ticket prices, deadlines, and financial-support options.
- Community
- Member photographs, retreat announcements, and event recaps gave our Familia a visible presence in the communication. They showed the people and relationships behind the professional programming.
Featured campaign
LBSA 24th
Annual Banquet
The banquet brought current members, alumni, and professional contacts together to celebrate LBSA and its graduating members. Our marketing needed to convey the occasion and give people the information to plan for it.
186 guestsEmail + Instagram + TikTok + Video
I helped plan and deliver the campaign as part of a three-person marketing team. We introduced the yacht experience first, then shared invitations, ticket information, and sponsorship details as the event approached. My involvement continued on event day with guest check-in.
Watch the banquet teaser Awareness
We introduced the yacht setting, event date, and first presale through Save the Date.
Experience
The teaser and yacht-tour video gave members a closer look at the event we were inviting them to.
Decision
We followed with ticket prices, eligibility, purchase windows, and the formal invitation.
Access
The sponsorship announcement explained how members could apply for help with ticket costs.
Event
The campaign led into a 186-person banquet, where I supported guest check-in.
Campaign in market
The announcement explained how dues-paid members with financial need could apply for assistance, making the support available easier to find.
Each part of the campaign answered a different need: getting a feel for the event, understanding the price, making a plan to attend, or finding financial help.
Member Retreat
Building Familia outside the classroom.
The retreat gave members time to get to know one another through shared activities, conversation, and a few days away together. I helped communicate that invitation and support the experience behind it. For an organization built around Familia, those relationships were part of what we were working to create.
I worked on member communication and promotion alongside planning support for programming, materials, and on-site activities. The announcements, departure photo, and activity clip show different stages of that shared effort.
05 / Results & scope
What came from the work.
- 10K+
- Campaign impressions
- 186
- Annual banquet guests
- 80+
- Sold-out fundraiser attendees
- $2K+
- Raised through fundraiser
- 80
- Retreat participants
Results represent organization-level outcomes from initiatives I helped market, coordinate, or execute; they are not presented as outcomes attributable to my work alone.
06 / Reflection
What I learned.
My takeaway
Latino representation was central to why this work mattered to me. LBSA grew out of the experiences of Latino students at UC Berkeley’s Haas School of Business, and our work continued that effort to help students find resources, build professional relationships, and feel that they belonged in those spaces.
I cared about the Familia we were building. A professional event could introduce members to career opportunities, while a retreat gave them time to form the relationships that would support them through Berkeley and beyond. Creating communications for both taught me to pay attention to what people needed from the organization at different moments.
That changed how I approached a campaign. I needed to explain who an event was for, why it was worth their time, and how to take part. Details such as eligibility, application deadlines, and sponsorship options mattered because they could affect whether someone was able to join us.
I came away from LBSA with a wider view of event marketing. The invitation, ticket information, and guest check-in all shaped how members experienced the event, and I had a part in each. I now think about the full experience when I plan a campaign, including what people will need after they sign up.