CASE STUDIES
If you’ve never worked with a marketing professional, it can be hard knowing exactly what they can do for you and your team. Hopefully browsing some of my projects will help you understand what to expect when you sign on to work with me. Contact me to find out more. I’m happy to answer any questions that come up.
Digital Marketing Strategy
My client needed to develop a strategy to promote their Annual Conference. Diversity and inclusion were big buzzwords in the engineering industry.
I wanted to position the client as the most significant Black technical professionals in the engineering industry. I set up a digital marketing plan to raise awareness of the upcoming event. We utilized a combination of social media and our relationship with the press, radio, and podcast platforms by leveraging influencers to create a buzz.
The audience responded well to email marketing. I optimized the website by driving an 86% conversion rate to our registration page. This campaign resulted in NSBE being recognized as the most prominent Black Engineering conference in the nation. Registration increased by 400+ registrants in a virtual environment compared to the previous years.
The Conversation:
Philanthropy - Giving Back | Increasing Generational Wealth
My client was a WOC podcast that want to elevate its brand presence in a visual format. I created a pilot program that would educate and encourage millennials about philanthropy and financial literacy. I organized a round table discussion. I booked micro-influencers and financial analysts from fortune 500 companies as speakers. I secured sponsorship from a local black-owned bakery. Since being featured as a sponsor on our pilot the local black-owned bakery has been featured on major platforms such as Food Networks Holiday wars and Candyland.
Membership Drive Campaign
My client wanted to increase the Professional arm of their member demographic. I created a four-tier digital membership engagement strategy. This interactive campaign consisted of contests, social media content, virtual forums, and email marketing.
During the nine-month campaign, I noticed a spike in membership around our event seasons. The campaign was also able to increase our lifetime demographic. Through this campaign, I converted corporate partnerships into professional members.
New and existing members responded very well to this marketing strategy. I successfully increased the Professional membership retention rate by 10%. The client was so satisfied with the outcome that they now use this strategy as a flagship campaign.
Cognac, Cupcakes, And Conversations
Benefit Panel Discussion
My client wanted to increase philanthropy efforts amongst the black millennial community in the Greater Washington Metropolitan area. I coordinated an intimate panel discussion targeting underrepresented communities of the District of Columbia. I partnered with the health organization Whitman-Walker and their youth advocacy unit. Using the power of influencers I was able to secure panelists and talent from Urban One, The ShadeRoom, and micro-influencer Cult Classiq. This increased interactive participation by 20%. The event successfully had over 30 attendees tested for sexually transmitted diseases and generated over $1k in ticket sales.