This document outlines social media marketing campaigns for UC Berkeley. It discusses creating a Cal-specific Snapchat filter to encourage applications, a squirrel-POV campus tour video game on Facebook, and themed Instagram posts. The Snapchat filter would turn users' faces into the school mascot and be included in admission letters. The video game would provide campus tour facts from a squirrel's perspective. Weekly Instagram themes would feature campus locations, classes, and student life. The goals are to increase brand awareness, interest, and an engaged digital community through innovative content on key platforms like Snapchat, Facebook, and Instagram.