Marketing

As a marketer I helped move audiences from awareness to action in support of a city wide campaign.

Audience Funnel

Getting the right action, for the right cost.

Awareness

To get people to know about the campaign we ran multi-lingual ads on Google and Meta that highlighted empathetic messaging and clearly featured the logo and brand identity.

Consideration

We then ran retargeting ads that discussed the details of the bill, what it would mean for the community, and how it would impact everyday people.

This would grow audiences understanding of the work.

Action

Because this was a political campaign I outlined high value and low threshold CTAs like "Call your representative" to target audiences who had consistently clicked on ads or visited the campaign website prior.

Loyalty

As continued engagement we followed up with emails inviting users to events, town halls, or to take further higher value actions.

By identifying our key messages and a diverse set of CTA's prior to the marketing launch we could focus our budget on converting the right people to the right tasks- at the right time.

4.3 %

Average CTR on Graphics I Designed

$0.20

Average CPC

2.7%

Average Conversion Rate

120,000

Audience members added per quarter.