Due to COVID-19, many of our organization’s sources of funding, such as in-person events, were halted. Our team decided to lean more heavily into online marketing to reach new audiences and to increase online fundraising.
Alongside our Communications Director and Social Media Manager, I was tasked with developing the content and project scope. We worked with an external marketing agency to execute the ad campaigns across Google AdWords, Google keyword searches, Instagram, Facebook, LinkedIn, and Twitter. I created all of the marketing assets, consisting of videos and stills, while the firm set up the administrative backend for the ads. We conducted A/B testing to determine which ads were more effective, and from this data I adjusted the assets to increase engagement and decrease our cost per conversion.
The online ads were additionally used to promote a series of webinars we hosted throughout the year, leading up to a virtual gala.
Finally, this eventually culminated in the launch of a new wildlife protection campaign – Protect Wildlife, Prevent Pandemics. Utilizing the data from our initial marketing campaign, I designed web banner ads for use on The Washington Post, The New York Times and The Wall Street Journal to drive traffic to the campaign landing page on our website and gain email followers and donations.