Improved Brand Equity within Campaign Methodology Leads to Increased Engagement & Sales Leads
Brief overview of my campaign leadership and impact
Objective
As it’s RFP season for Air & Hotel, global corporate travelers need to be proactive when entering agreements. Carriers are restructuring fares, resulting in static agreements and potential degradation of both discount coverage and utilization .
Challenge
Company leaders prefer to capitalize on the traffic generated from their content marketing efforts with emphasis on a campaign method that focuses on traffic redirection through links and virtual buttons. However, this method is bit bland and outdated. Within the past year, the focus has been primarily on information disbursement but with a limited engagement strategy, minor actionable items and a low CTR. Additionally did not leveraged the power of graphic design, user experience, and social media marketing within their marketing strategy.
Campaign Goals
Elevate Reputation, Relevance, & Legacy
Position company as the leading provider (for programs, services, consulting…etc.) as the to elevate, educate, and solve (seen and unseen) internal organizational problems whether it be financial, mar com, or contractual.
Drive Demand & Revenue Generation
Acknowledge pain points of our clients and offer an alternative narrative that may not have been considered before. Drive the desire and investment to be proactive.
Connect & Nurture Prospects, Clients, Partners
Make connects, gain trust, and drive loyalty in the brand and company legacy by providing real-world examples (i.e. infographics, case studies/whitepapers), exclusive insights and industry trend metrics, thought-leadership content, consultations and more).
Methodology
Conducted research and worked cross-functionally with SMEs to determine current market trends and economic impacts
Changed CTA strategy that urges prospects to engage with company.
Integrated social media platforms with email marketing tool and website.
Implemented a new content optimization and amplification strategy that focused on using target keywords, internally linking to other relevant pieces of content, and enticing meta descriptions and catchy title tags as attention grabbers to persuade prospects to engage with the company to secure the best deals and mitigate current impacts for 2022 & beyond.
Revamped marketing collateral through design thinking and creative methods.
Incorporated email UX research to deliver email content that correlated to human behavior, experience and information hierarchy.
Designed email and social media strategies to drive and improve open and click-through rates
Provided training on email followup and social media best practices to ensure communication would be effective and timely. Stressed the power of harnessing hashtags and sharing content to boost engagement and build online credibility.
Campaign Results Align with Company Objectives
from that campaign season
45% Opens
56% CTR
(double from last years numbers)
10% Engagement rate
150+ Link clicks
250+ Profile Views
5% Conversion Rate
3% Bounce Rate
50+ Leads
10+ Confirmed Hot
5 Closed Sales
To check a overall campaign strategy, click here