Branding/Marketing > Marketing March
Marketing March
Marketing
As part of my role of Entrepreneurship Program Coordinator, I led the development and execution of a marketing campaign designed to drive engagement among the program alumni formed by female small business owners. This page outlines the goal, strategy, creative direction, and results of the campaign, highlighting how thoughtful planning and collaboration drove meaningful impact.
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My roles: Marketing strategy, Visual design, Copywriting, execution of email and Whatsapp marketing.
Setting Goals & Strategy
From our one-on-one with the program alumni, we identified that one of the biggest challenges they were facing was how to market their products and reach the right audience. For that reason, the entrepreneurship team came together and outlined a 4-weeks on-line and in-person event dedicated to equip the small business owners with the tools necesary to achieve their marketing goals.
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In order to engage the alumni, I proposed to build a campaign through emails and support it with a message campaign through the TIES Entrepreneurshp Whatsapp group. This approach allowed us to: create awarness of the events and their benefits, keep the event in their top-of-mind and promote other program alumni that could support them on the marketing journey. This approach was consolidated in a calendar that detailed the publication date, content type, channel, visual material, copy and state of the publication.
Main banner for the event registration pages and email
Curating Content for the Campaign
After outlining the type of content and material needed, I created a simple yet catchy name for the event along with a visual identity that aligned with the colors and typographies currently used by the program. Both elements came together to create the banner showcased above.
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The sign up page for each event was the most crucial point because the description for each event had to be clear, goal-oriented and emphasize how this will create value for their businesses; to achieve this, I refined the event descriptions provided by the facilitators and gave them the same text hierarchy supported by bullet points and appropiate emojies. Also, in order to create continuity among the events, each event page was linked to the following events. To see the live event pages, click the links below.
Event registration page sample
Event Pages
Week 1 - Branding Essentials
Week 2 - Marketing Strategy 1
Week 3 - Marketing Strategy 2
Week 4 - Media Training
Putting Marketing March Out There
Once the copywrite and visual elements where ready, the launch was done through email using Mailchimp, a total of 5 emails were sent to our mailing list of over 200 alumni. To select the best time for each launch, I checked the statistics from newsletters sent in the past year and discovered that the highest opening rate was for emails sent between mondays and tuesdays eather before 10 AM or after 3 PM.
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Along with the event content and call-to-actions to register for the event, on each email I featured one alumni whose business offers marketing services, this way the alumni could support other women-owned small business if they requiered additional support on marketing.
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In order to provide the information in the most clear and engaging way possible, I requested the feedback from a couple clients which led to including a headshot of each one of the marketing-services business owner to make it more personable and easy to recognize them.
Click to read the First email
Click to read the Last email
Each email was followed by Whatsapp message delivered closer to the event date which included a event image tailored to each event and a condensed description, this communication was concise compared to the email because the most active members of the alumni community were the ones on the Whatsapp group and in many cases the message served as a reminder. Check the event images and message sample below
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General Event Image for Whatsapp
Whatsapp group message
Creating Impact for Women-owned small businesses
The campaign successfully drove engagement through the combination of targeted WhatsApp messages and email outreach. Along the 4-weeks period, we achieved an average of 75% open rate on emails and a 30% response rate on WhatsApp, similar to past campaigns. This allowed us to achieve a registration rate of up to 100% for the events, being a 50% registration the lowest.
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Additonally, highlighting the Marketing services offered by other alumni allowed to create up to 3 leads for two of them which helps strengthen the local economy and help small businesses to flourish.
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