Institutionalizing Professional Creators and Aligned Micro-Identities
Carleton University
Ottawa, Ontario · Canada
Case Study · Carleton University
Carleton runs paid 15-week creator cohorts alongside the volunteer Sprott Ambassador program — and UpperClass unifies both into one dashboard.
Section 01
Carleton University established its social communications presence under the oversight of the Department of University Communications. Aligned closely with its Strategic Integrated Plan launched in September 2020, the university sought to capture authentic student experiences. Simultaneously, the Sprott School of Business developed its "Vision 2025: Business for a Better World" strategic plan to drive compassionate, value-based business education. To translate these high-level objectives into peer-to-peer narratives, Carleton integrated student creator programs into its core strategic communications framework.
Section 02
Carleton's primary student creator program is managed directly under the Assistant Director of Digital Communications within the Department of University Communications. The department recruits, trains, and structures 15-week cohorts. Content creators commit to exactly 4 hours per week at a rate of $25 per hour. The program focuses on creating engaging, authentic social content for recruitment and reputation building. Creators gain access to marketing-office shadowing and receive letters of recommendation.
Within the Sprott School of Business, the Sprott Ambassador Program organizes distinct student cohorts, including the Sprott Digital Marketing Team. These ambassadors volunteer around 5 hours per week to execute digital strategies that increase peer-to-peer engagement and foster "Sprott Love".
Department of University Communications (Assistant Director, Digital Communications) │ ┌───────┴────────┐ ▼ ▼ 15-week paid cohort Sprott Ambassador Program 4 hrs/week @ $25/hour ~5 hrs/week (volunteer) Campus-wide brand "Sprott Love" micro-identity
Section 03
Specialized Sprott campaigns focus on transition support for first-year students to optimize retention. During disruptive periods, the virtual "Sprott Lounge" was created to maintain 24/7 student connection, preventing isolation and decreasing withdrawal rates.
Active engagement is celebrated through honors like the SBSS Gala Awards, which build strong school pride and a highly connected alumni network.
Section 04
Carleton's structure requires manual 15-week cohort tracking and administrative oversight from the Assistant Director of Digital Communications. Managing disparate paid cohorts alongside volunteer groups creates decentralized communication silos.
UpperClass Enterprise unifies both paid and volunteer student creator networks into a single dashboard. Our platform automates content assignments, tracks participation metrics, and streamlines creator incentives without draining internal staff resources.
Unify paid, volunteer, and ambassador cohorts into one dashboard — with automated content briefs, brand guardrails, and CRM-linked analytics.
