Content, SEO, and email campaign
Green Gatherings is a fictional picnic supply company focused on sustainable solutions. They have just received their first round of funding and will be launching 3 products—biodegradable plates, cups, and bowls made of leaves. This content marketing campaign was a full funnel campaign aimed to increase brand awareness, generate leads to build an email list, and produce sales leads.
Role:
Content marketer, email marketer
My task
This project was part of a digital marketing program I took with Career Foundry.
Working as an in house marketer at Inclusive Tomorrow, I was tasked with analysing the performance of the holiday campaign, and developing the spring campaign strategy based on data drive insights.
I first looked at the overall performance from last year to this year, drawing insights and giving recommendations based on the company goal of growing monthly active subscriptions, and the campaign goals of to increasing sales and lowering CPO. Next I did a correlation analysis, comparing how paid and organic channels on Facebook, Google, and Youtube affected one another. After completing the analysis of the holiday campaign, I developed a multi-channel strategy for the spring campaign based on my learnings.
This included an updated customer journey map, optimization strategies for Facebook and Google ads, as well as introducing new channel, Youtube Ads. Finally, I created a project plan in Asana, secured internal resources for the campaign, and wrote briefs for the creative and development teams.
Key skills
- Cross-channel correlation analysis
- Multi-channel campaign strategy
- Customer journey mapping
- Project planning
Deliverables
Full funnel customer journey
For both the holiday campaign and the spring campaign, I mapped a customer journey from awareness to retention to ensure we had touch points in every stage of the funnel. Additionally, this helped us align the channels and messaging across the funnel to tell a cohesive story across the campaign.
Key learnings
- Align your message across the whole funnel to tell a cohesive story
- Choose funnel specific metrics to push customers towards a North Star Metric
Cross channel correlation analysis
For the holiday campaign, I analysed how our organic social campaigns affected our paid ad campaigns, and identified strategies to increase the performance of both channels for the spring campaign.I also compared at the overall performance of last years campaign to this years campaign across all channels including Paid Social, Paid Search, Display, Email Marketing, and Organic Social.
Key learnings
- How to analyse performance across channels and identify correlations
- Consider confounding variables when analysing data
Multi-Channel marketing strategy
I took the insights, learnings, and recommendations from the holiday campaign and applied them to the multi-channel marketing strategy for the spring campaign.The campaign strategy included buyer personas, competitor research, recommendations for optimising both paid and organic channels, introduced a new paid channel to improve campaign performance, and a new customer journey map including messaging for the new campaign across the full funnel.
Key learnings
- Combining data, insights, learnings, and research to present and tell a story
- Using a data-driven approach to inform future campaigns
Project planning and briefing
For the spring campaign I created a project plan for the marketing team using Asana. This included mapping out tasks for the Performance, Content, CRM, and Creative teams. I also secured creative resources for the campaign by aligning with other teams, and finally wrote briefs for the creative and development teams.
Key learnings
- Communicate in advance with other teams when using shared resources
- Make sure there to give time for feedback and reviews especially with creative teams
Challenges and Takeaways
- When analysing a multi-channel campaign strategy again I would like to have more context and insights on the company goals to optimise for the the organisation’s priorities
- One takeaway is the importance of communication and collaboration from planning to execution to analysing performance, it is important that all teams are in sync about the campaign and goals
- In the future, I would like to have more industry knowledge so I can give the best insights and recommendations
