Why I Teach Campaign Project Organic Social Media Campaign Goal User engagement; Increased SEO traffic Role Strategy and Design; Worked with social media/content teams on execution Organic Planning Over the summer, I conceptualized and developed an organic engagement campaign targeting teachers – the main target audience for one of our flagship clients. Traditionally, the summer months struggle in terms of lead flow, so I took it as an opportunity to engage our existing audiences on social media (Facebook, Pinterest, LinkedIn, and Twitter). The campaign started in June and graphically posed the question “Why do you teach?” to our followers. Development I then used those responses to create original content and graphics that continued the conversation across the organic channels throughout the summer. These graphics linked through to relevant blog articles to provide the user with compelling content as well as traffic to our main website. Previous image Next image The full campaign can be viewed on Pinterest. Our content team then used the entire campaign as a building block to create an article on our blog with a slideshow, specific responses and links to other relevant articles on the site. The campaign resulted in: 0 Social Shares 0 Likes + 0 k Users reached 0 Comments 0 Post clicks 0 Blog page views 0 Blog article shares A welcomed, secondary result was a handful of leads. Overall the campaign used minimal resources and was able to engage our target audience over a period of time that is usually challenging. Back to Portfolio
LinkedIn Lead Accelerator Campaign
LinkedIn Lead Accelerator Campaign Project User Re-targeting Campaign Goal Brand Recognition; Audience Nurture; Lead Generation Role Strategy and Design; Worked with LinkedIn/social media/content teams on execution We met with LinkedIn to test out their Lead Accelerator program to test out ads for our flagship client, Concordia University – Portland. Working with LinkedIn, we developed a campaign strategy to target 4 main audiences (streams). Within each stream, I designed themes to be presented to the user in “waves” – a user was served ads in a set sequence across a variety of platforms (LinkedIn Sponsored Updates, Facebook Ads, Display Ads). Each theme was targeted specifically to each audience to nurture their interest in a particular subject matter. Generic Ads Target audience lands on campus specific/overview pages (SEO, PPC); ads promote all University programs M.Ed. Specific Stream Target audience lands on M.Ed. specific pages (SEO, PPC, landing, academics); ads promote M.Ed. programs only Ed.D. Specific Stream Target audience lands on Ed.D. specific pages (SEO, PPC, landing, academics); ads promote Ed.D. programs only High-intent Stream Target audience clicks on application/admission/tuition pages (SEO); promotes all University programs By customizing the creative to connect specifically with each audience, we were able nurture users while allowing them to become familiar with our brand. Any leads that came in from a result of these campaigns were attributed to the original campaign source and spend. Back to Portfolio