Client
Fiction
Time
12 Weeks, 2024
Project Goals
Create and execute a web marketing campaign using SEO, a website, EDM, and 3 different social media platforms to maximize engagement over 12 weeks.
My Role
I led the campaign’s strategy, content creation, and digital marketing execution. This involved developing branding, designing promotional materials, scheduling posts, and analyzing user engagement to optimize outreach.
Process
Phrase 1: Research & Ideation
Problem Definition & Research
(Week 1 - 3)
In the initial weeks, I defined the campaign’s goals: raising awareness about senior health care and increasing engagement across digital platforms. I conducted research on target audiences and explored best practices in web marketing using the COE (Center of Excellence) model. I also finalized the campaign branding and content themes.
Strategy Development (Weeks 4–6)
By Week 4, I planned the content calendar, deciding on topics for weekly posts. I used Mailchimp to schedule newsletters and WordPress to design and build the website. I incorporated Linktree to connect users to various platforms and provide easy access to resources. All content for the first campaign week (Week 7) was prepared by Week 6 and scheduled for release across Instagram, Facebook, Twitter, and the blog.
Phrase 2: Development & Implementation (Week 7 - 12)
Content Execution (Weeks 7–12)
In Week 7, I launched the campaign by posting the first batch of content across social media platforms, publishing a blog post, and sending out a newsletter to welcome new followers. Subsequent weeks involved creating and posting content in line with the weekly themes, ensuring consistency in messaging and tone.
While managing content posting, I conducted A/B testing on the website to evaluate different layouts and call-to-action buttons. I analyzed click-through rates and engagement metrics to determine which design performed better. This testing helped optimize the website for usability and conversions.
Content Distribution & Optimization
Using Linktree, I provided centralized access to all campaign resources, ensuring users could seamlessly navigate between platforms. Social media posts were crafted to cater to each platform’s audience, driving traffic back to the website and newsletters.
Phase 3: Testing & Optimization (Week 8-12)
I conducted user testing to evaluate website navigation and the effectiveness of Linktree in guiding users to resources. Insights gathered from users informed improvements to both content and design. Testing also included analyzing email campaign performance using Mailchimp metrics, such as open and click-through rates.
Performance Analysis
(Weeks 11–12)
I reviewed campaign performance data, including social media engagement, website analytics, and email metrics. I identified high-performing content and areas for improvement, ensuring the project was data-driven. The final results and insights were compiled into a report for reflection and learning.
