WORK SAMPLES

OVERVIEW

The University of Kentucky is a thriving community of scholars, researchers and students, dedicated to improving lives through excellence. The Gatton College of Business and Economics is dedicated to achieving the same standards aligned with the University.

For the 2022-23 academic year, the college has set a goal to diversify the incoming cohort of MBA candidates. This requires innovative and strategic marketing development and execution.

TACTICS

• Social Media Ads: Primarily on LinkedIn, strategic messaging (in-Mail) from the Director of MBA recruitment to potential candidates based on demographics including:

 – Location

– Professional Experience

– Age

• SEM/PPC Ads: Variation of 6 ads based upon keyword lists and geographic targeting, partnered with display assets.
• Email Marketing: Customized email communications to influence and encourage application completion and melt prevention, post-acceptance.

Results

Email Marketing

OVERVIEW

The Pro Football Hall of Fame identified the need to acquire a younger demographic of audience. The initiative fit with the PFHOF objective of attracting a younger audience for a unique experience of current and past National Football League successes and future development.

The Concept: A total of 25 student-athletes of 144 across the country are honored as the 2020 inaugural Hall of Fame Team from a group of nominees selected in the annual GARS Scholar Athlete Award program. Selections are community-based through a national voting contest.

TACTICS

• Social Media Ads: 3 segment targeted campaigns running on  Facebook, Instagram & Twitter. Tracking to conversion in Google Analytics and optimized accordingly.
• Influencer Marketing: 2 Pro Football Hall of Fame Gold Jackets: Ty Law (Denver Broncos) & Cris Carter (Minnesota Vikings/Miami Dolphins) provided custom videos and social media engagement.
• Landing Page Optimization: custom landing page Google Optimize.Developed messaging, creative and CTA copy.

Results

OVERVIEW

Don Jacobs Automotive is a locally owned automotive group in Lexington, KY. The objective of marketing tactics were focused on gaining immediate market share and SOV in the local market. Hyper local geographic targeting, audience personas and analysis of competitor dealers played a key role in marketing efforts, strategy development and campaign implementation.

TACTICS

• Digital Media: Segmented audience targeting, including web retargeting, social enagement (organic & paid) and brand awareness (local) via social media, email marketing, SEM/PPC and display advertising.
• Traditional Media: Implementation of brand approved video media for braodcast and pre-roll channels. OOH and Print media integration, strategically positioned.
• Landing Page Optimization: Focus on SEO best practices and in-market search behavior of consumers. Developement of VDP (Vehicle Description Page) optimization for higher SERP ranking in immediate target market.
• Community Relations: Monthly community involvement campaigns for positive social impact and community relationship development and sentiment.

Results