Portfolio / Influence
AmeriCorps Recruitment Campaign
EXPERTISE
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Creative direction
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Campaign messaging framework
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Social media advertising
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Social media content strategy
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Microsite design and content
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Organic search engine optimization and SEO optimized content
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Segmented email marketing
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Lead generation and nurture
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Video storyboarding and script writing
DELIVERABLES
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Campaign messaging framework
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Campaign schedule and project communications
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Campaign print, digital collateral and website
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Social media ad strategy and creative
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Social posts, graphics, video
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Curated TikTok videos from AmeriCorps coach content contributors
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Campaign video
At the start of the 2022-2023 school year, most AmeriCorps programs nationwide were struggling with declining recruitment numbers — a factor of the COVID-19 pandemic, a thriving job market, and a declining perceived value in national service participation. College Possible, which relies on the support of more than 340 AmeriCorps members annually to deliver it's nationally-recognized near-peer college coaching, was no different.
Beginning spring 2022 and launching that November, I worked with a cross-functional team to design and deploy College Possible's first integrated AmeriCorps recruitment campaign. Using a collaborative approach with our 15+ AmeriCorps recruiters and program team members, I developed the campaign messaging, and a multi-channel campaign strategy that spanned earned, owned and paid channels.
We designed and launched a targeted microsite, complete with new videos, lead capture capabilities, and opportunities to register for biweekly info sessions. Our 8 regional site teams were armed with a robust set of collateral to support local campus and community outreach, while I led our national marketing team to manage ongoing social and email engagement, as well as biweekly blogs that unpacked the most common questions and value propositions of service. We also launched a comprehensive social advertising campaign spanning Instagram, LinkedIn and TikTok.
First year results included:
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Exceeded industry benchmarks for social ad campaign performance
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50% average email open rate
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168% growth in site traffic (with 6k% growth in traffic from organic search and +850% growth from organic social)
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75% increase in applications for more +340 annual positions in first year.
