Digital marketing leverages online platforms and tools to connect with audiences, build brand awareness, and drive measurable results. It encompasses strategies like social media, SEO, email marketing, and online advertising. Below, you’ll find examples of my professional work, highlighting successful digital marketing campaigns and their impact. Expand on the items below to learn more about the campaign details.
About Last Night
Objective:
The Kent County Health Department aimed to create an impactful educational and awareness campaign to address and decrease irresponsible drinking among young adults. The primary objective was to drive traffic to a dedicated landing page, designed to inform and educate the target audience about responsible drinking habits.
Target Audience:
The campaign was designed for adults aged 21-34 residing in Kent County, Michigan.
Messaging:
To avoid a “preachy” tone, the campaign emphasized responsible drinking rather than abstinence. The tagline, “About Last Night,” was chosen to resonate with the audience’s experiences, evoking the relatable and often uncomfortable feeling of waking up after a night of overindulgence to a friend’s teasing, “About last night…” The slogan was paired with the call-to-action: “Have fun. And know when you’re done.” This approach struck a balance between promoting enjoyment and advocating moderation.
Tactics:
The campaign leveraged Snapchat as the primary platform to target “social drinkers” effectively. This group included individuals who frequently go out and enjoy beverages such as beer, wine, and spirits. Key strategies included:
- Running ads between 5 p.m. and 2 a.m., Monday through Saturday, to align with times when the target audience was most likely socializing and drinking.
- Utilizing detailed targeting to reach individuals identified as “social drinkers.”
- Encouraging users to “swipe up” on the video ad, directing them to a dedicated landing page with more information about the campaign.
My Role:
As the Digital Media/Marketing Specialist, I was responsible for:
- Developing a comprehensive digital strategy tailored to the target audience.
- Setting up the paid Snapchat campaign, including detailed audience targeting, budget allocation, and ad scheduling.
- Coordinating with the creative team to develop the campaign’s messaging and video ad.
- Estimating expected ad performance metrics to establish a benchmark of success.
- Launching, monitoring, and optimizing the campaign throughout its run.
- Analyzing the campaign’s performance and compiling a comprehensive report for the client.
Outcome:
The campaign far exceeded expectations. Snapchat’s projections estimated 78,400 impressions, but the campaign achieved 252,992 impressions, marking a 223% over-delivery. Additionally, the campaign recorded a 0.66% swipe-up rate, outperforming Snapchat’s average of 0.50%. These results demonstrated the campaign’s effectiveness in reaching and engaging the target audience.
Key Takeaway:
The About Last Night campaign highlights the effectiveness of tailored messaging and strategic platform targeting in engaging young adults. By leveraging relatable themes, precise ad scheduling, and detailed audience targeting, the campaign not only exceeded expectations but also demonstrated how a balanced approach can drive meaningful engagement and surpass industry benchmarks in promoting responsible behaviors.
Video:
- With limited annual budgets, we have strategically built upon the ‘About Last Night’ campaign over the years. For a complete look at the integrated campaign and its impact, watch this case study video showcasing our work with Kent County Health Department:
Gaming is Fun…
Until it’s Not
Objective:
Southwest Michigan Behavioral Health aimed to raise awareness about two key issues:
- The addictive nature of gambling and how it can spiral out of control.
- The intentional design similarities between video games and gambling, which entice kids to play longer and spend real money.
To support this initiative, dedicated landing pages were created for both gambling and gaming topics, with the primary objective of driving traffic to these pages and educating the target audience.
Target Audience:
The campaign focused on three distinct audiences across Barry, Berrien, Branch, Cass, Calhoun, Kalamazoo, St. Joseph, and Van Buren counties in Michigan:
- Seniors
- Parents of Teens
- Teens
Messaging:
- Seniors: The messaging emphasized moderation in gambling, highlighting the potential dangers of addiction. The tagline, “Gambling is Fun… Until It’s Not,” was paired with visuals contrasting the social enjoyment of gambling with the isolation and financial strain of addiction.
- Parents of Teens: This messaging educated parents on how modern video games mimic casino tactics to keep players, particularly teens, engaged and spending money. The campaign tagline, “Gaming is Fun… Until It’s Not,” was used to draw parallels and encourage parents to recognize early warning signs.
- Teens: A simplified six-second Snapchat ad showcased the shift from the fun of gaming with friends to the consequences of overindulgence. The tagline, “Gaming is Fun… Until It’s Not,” was leveraged for relatability and impact.
A dedicated landing page, WinThemBack.org, was developed, playing on the dual meaning of “winning” in casinos and video games, while also highlighting how loved ones can help someone overcome gambling or gaming addiction.
Tactics:
- Seniors:
A paid video ad on Facebook depicted the transition from lighthearted casino fun to the isolating effects of gambling addiction. The call-to-action urged viewers to learn more about recognizing gambling problems and offered resources for support. - Parents of Teens:
A targeted Facebook video ad educated parents about the intentional design similarities between video games and casinos. The call-to-action encouraged parents to visit the landing page to identify problematic gaming behavior and learn intervention strategies. - Teens:
A six-second Snapchat ad targeted teens with an interest in video games. The ad emphasized how gaming could transition from fun to problematic, with a “swipe-up” CTA directing viewers to learn more at WinThemBack.org.
My Role:
As the Digital Media/Marketing Specialist, I:
- Designed the digital strategy to effectively reach each target audience.
- Managed the ad setup, including targeting, budgets, and schedules.
- Collaborated with the creative team to develop the messaging and video ads.
- Launched and continuously optimized the campaign for maximum performance.
- Conducted a comprehensive analysis and compiled a report detailing campaign results to share with the client.
Outcome:
The campaign delivered outstanding results:
- Facebook Ads: Targeting seniors and parents of teens, the ads achieved 212,552 impressions (31% over-delivery) compared to the expected 162,400 impressions. The click-through rate was 1.11%, 1.5x the industry standard.
- Snapchat Ads: The teen-focused ads garnered 656,238 impressions (192% over-delivery), significantly exceeding the expected 224,000 impressions.
This campaign effectively raised awareness across all target audiences, driving engagement and traffic to the landing pages while surpassing industry benchmarks.
Key Takeaway:
The Gaming is Fun… Until It’s Not campaign demonstrates the power of tailored messaging and platform-specific strategies to address complex issues across diverse audiences. By leveraging creative, targeted ads and data-driven optimization, the campaign successfully raised awareness, drove meaningful engagement, and exceeded industry benchmarks, showcasing the impact of a strategic, audience-centric approach.
Videos:
Lakers Today,
Leaders Tomorrow
Objective:
Lake Michigan Catholic Schools aimed to increase enrollment numbers by driving traffic to their enrollment inquiries webpage. The primary focus was to attract and engage prospective families within their local community.
Target Audience:
The campaign targeted parents of school-aged children (K-12) with a strong Catholic background residing within a 25-mile radius of Lake Michigan Catholic Schools.
Messaging:
The campaign messaging emphasized the transformative impact of an education at Lake Michigan Catholic Schools, fostering the next generation of leaders. Leveraging their mascot and community identity, we crafted the tagline: “Lakers Today, Leaders Tomorrow.” The call-to-action, “Enroll Today,” guided potential families to the enrollment inquiries webpage to learn more.
Tactics:
To achieve the campaign goals, we implemented a cross-platform programmatic display advertising strategy. This approach included:
- Demographic, geographic, and behavioral targeting to identify the most relevant audience.
- Search retargeting to reach individuals actively searching for related educational topics.
- Site retargeting to re-engage users who had previously visited the school’s website.
Static and multi-frame display ads were created to deliver consistent and engaging messaging across various platforms.
My Role:
As the Digital Media/Marketing Specialist, I:
- Designed the digital strategy to effectively reach the target audience.
- Set up detailed audience targeting parameters.
- Collaborated with the creative team on messaging to produce compelling static and multi-frame display ads.
- Launched and monitored the campaign, making real-time optimizations to improve performance.
- Analyzed campaign data and compiled a comprehensive performance report for the client.
Outcome:
The campaign delivered exceptional results:
- Ad Impressions: The campaign exceeded expectations, achieving 1,413,076 impressions (a 15% over-delivery compared to the anticipated 1,225,000 impressions).
- Enrollment Inquiries Page Traffic: Prior to the campaign, the page had 215 new visitors and fewer than 100 returning visitors. Post-campaign, the page attracted 4,005 new visitors and approximately 500 returning visitors, resulting in a 1,763% increase in pageviews.
- Overall Website Traffic:
- 26% increase in new users across the entire site.
- 47% of users visited multiple pages, indicating deep engagement.
- Returning visitors spent an average of 2 minutes and 30 seconds on the inquiries page, reflecting genuine interest.
- A 22% increase in overall website users was recorded during the campaign period.
Key Takeaway:
The Lakers Today, Leaders Tomorrow campaign highlights the power of targeted digital advertising and strategic messaging to drive engagement and boost website traffic. By understanding the audience and optimizing in real-time, the campaign effectively increased interest and enrollment inquiries, showcasing the value of data-driven marketing.
Video:
- With limited annual budgets, we have strategically built upon the ‘Lakers Today, Leaders Tomorrow’ campaign over the years. For a complete look at the integrated campaign and its impact, watch this case study video showcasing our work with Lake Michigan Catholic Schools:
Sexual Violence
Prevention
Objective:
The Kent County Health Department sought to educate young adults about sexual violence prevention, with a focus on increasing awareness and directing individuals to available resources. Research revealed that sexual harassment and abuse were most prevalent within the Hispanic population in Kent County, often involving family members or individuals close to the victims. The primary objective of the campaign was to educate young adults on prevention while driving traffic to the YWCA West Central Michigan website, which offers critical information and resources.
Target Audience:
The campaign targeted individuals aged 15-25 living in zip codes with a significant Hispanic population within Kent County, Michigan.
Messaging:
The campaign used a two-pronged messaging approach:
- Consent: Educating individuals about what consent looks like and empowering them to establish personal boundaries.
- Help: Providing hope by showing that support is available and directing individuals to resources where they can get help.
The Consent ad focused on boundary-setting, while the Help ad emphasized finding hope and accessing support.
Tactics:
To reach the target audience, two paid Snapchat video ads were developed and executed: the Consent ad and the Help ad.
- Swipe-Up Actions:
- The Consent ad directed users to the sexual violence prevention page on the YWCA West Central Michigan website.
- The Help ad led users to the sexual assault page on the YWCA West Central Michigan website, which included a variety of free resources.
Given budget constraints, partnering with YWCA West Central Michigan allowed the campaign to utilize existing resources rather than creating a dedicated landing page. Recognizing the predominantly Hispanic audience, two versions of the Consent ad were created—one in English and one in Spanish—while the Help ad was initially produced only in Spanish.
During campaign monitoring, it became apparent that the Help Spanish ad was underperforming. To optimize results and avoid wasting budget, the Spanish version of the Help ad was replaced with an English version. This adjustment immediately boosted ad impressions and swipe-ups.
My Role:
As the Digital Media/Marketing Specialist, I:
- Designed the campaign’s digital strategy.
- Established ad targeting parameters, budgets, and schedules.
- Collaborated with the creative team to produce messaging and four total ad variations.
- Launched, monitored, and optimized the campaign.
- Conducted detailed performance analyses and compiled a comprehensive report for the client.
Through ongoing monitoring, I identified and corrected underperforming elements, exemplifying the importance of active campaign management.
Outcome:
The campaign exceeded expectations:
- Ad Impressions: Anticipated at 293,700, the campaign achieved 744,640 impressions—a 154% over-delivery.
- Swipe-Ups: Expected at 2,574, the campaign garnered 5,099 swipe-ups—a 98% over-delivery.
- Swipe-Up Rate: The overall rate was 0.68%, significantly higher than Snapchat’s average of 0.50%.
The chart to the right illustrates the campaign’s performance trajectory. Initial underperformance was addressed through strategic adjustments, resulting in consistently improved results in the second half of the campaign.
Key Takeaway:
This campaign underscores the critical importance of setting benchmarks for success and closely monitoring paid social media campaigns. A “set it and forget it” approach is not sufficient; ongoing adjustments based on real-time performance data are essential for maximizing impact and efficiency.
Stronger, Smarter, Safer Together
Objective:
In the heart of the COVID-19 pandemic, Mason Public Schools (MPS) sought to launch a rally campaign that would reconnect the community, remind residents that they were not alone, and emphasize the collective strength of coming together. The initiative aimed to unite the Mason community around one of its key focal points: the students of Mason Public Schools. The campaign’s primary objective was to foster a sense of community pride and engagement during a challenging time.
Target Audience:
The target audience for the campaign was residents of Mason, Michigan.
Messaging:
The campaign’s messaging aimed to evoke community pride and togetherness. The tagline “Stronger, Smarter, Safer Together” became a rallying cry to reinforce that, despite the physical separation brought on by the pandemic, the Mason community remained united in spirit. Social media played a pivotal role, encouraging Mason residents to share their stories of unity and resilience.
Tactics:
To bring this vision to life, the campaign included the following elements:
- Community Outreach: MPS social media accounts invited residents to share stories exemplifying the campaign’s theme by submitting them to a dedicated email address: masontogether@masonk12.net.
- Content Sharing: Multiple community stories and initiatives were shared weekly on MPS social media platforms, showcasing acts of togetherness and resilience.
- Social Media Branding: A custom Facebook profile picture frame and cover photo featuring the campaign tagline were developed, encouraging residents to adopt them and display their support.
- Hashtag Strategy: The hashtags #StrongerSmarterSaferTogether and #MasonTogether were created and consistently used to promote the campaign.
- Boosted Posts: High-performing posts were strategically boosted to expand the campaign’s reach beyond existing MPS followers.
My Role:
As the Digital Media/Marketing Specialist, I:
- Developed the digital strategy and executed the campaign’s content plan.
- Set up and managed the campaign’s dedicated email address for content submissions.
- Reviewed and curated user-submitted stories, copyediting them as necessary before sharing them on MPS social media platforms.
- Monitored post engagement, responded to community interactions, and identified high-performing content for boosting.
- Collaborated with the creative team to develop the custom Facebook profile frame and cover photo.
- Created the campaign hashtags and ensured consistent usage.
- Analyzed campaign metrics and compiled a comprehensive report for the client.
Outcome:
The community’s willingness to engage with the campaign was evident in the influx of feel-good stories submitted to the campaign email. A comparison of campaign vs. non-campaign content revealed the tangible impact of the rally initiative:
- Reach: Non-campaign posts averaged a reach of 1,600, while campaign posts achieved an average reach of 2,250.
- Engagement: Campaign posts averaged 110 likes and 8 shares per post, compared to 45 likes and 6 shares for non-campaign posts.
- The boosted posts further amplified the campaign’s reach, generating heightened visibility and engagement across the community.
Key Takeaway:
This campaign demonstrates the power of strategic, community-driven social media initiatives in fostering connection and engagement, even during times of isolation. By leveraging user-generated content and targeted outreach, the Stronger, Smarter, Safer Together campaign successfully united the Mason community around a shared sense of pride and purpose.
Video:
“Megan’s deep understanding of the creative process enhances her ability to align digital strategies with creative executions seamlessly.”
Aimee K.
Director of Alumni Marketing & Communications
Michigan State University
