Arizona State University China Social Media Build‑Out

Client Background

Arizona State University (ASU) has been named the most innovative university in America for consecutive years — with more than 30,000 graduates per year, more than any other public university in the U.S, including a large Chinese student and alumni community.

Challenge

ASU needed an effective alumni outreach and brand communications system in China but had essentially no prior China social presence. Building a China social ecosystem from zero, establishing an alumni database, and maintaining an active alumni network through sustained operations were the core deliverables.

Our Approach

Since 2019, we’ve built a WeChat‑ecosystem‑centered China social operations system for ASU. Starting from alumni database construction, we gradually expanded to WeChat Official Account, WeChat groups, Channels, RedNote and Mini Programs — systematically running and sustaining the alumni network across touchpoints.

Execution Highlights

• China alumni information database built and maintained from zero
• WeChat Official Account full planning and daily operations
• Content operations across Channels, Xiaohongshu, and Weibo
• Regional alumni WeChat groups built with active community management
• Online livestreams and offline alumni events planned and executed