INtroduction
Inclusive Tomorrow is a charitable organization financed through raffle ticket sales (both one-time and subscription models). Raffle ticket purchases fund projects that support people with disabilities along with inclusive organizations.
*Inclusive Tomorrow is a fictional company created for CareerFoundry’s Digital Marketing Course
project overview
My role as marketing analyst was to analyze the holiday campaign results with a critical eye in order to develop an optimized multi-channel marketing stratgey for the upcoming spring campaign
the challenge
- Poor holiday campaign performance
- Increase raffle ticket sales to 53,000
- Improve cost per order (CPO)
the process
- Develop full-funnel marketing customer journey
- Identify funnel metrics that support business goals and NSM (North Star Metric)
- Critically analyze data to identify weaknesses and places for optimization
- Ensure consistent messaging across funnel stages and channels
skillset
- Data Analysis
- Project Planning
- Communication
- Collaboration
- Critical Thinking
target personas
- Age: 36, female
- Location: suburban
- Family Status: married, 2 kids
- Education Level: college graudate
- Employment Status: full-time
- Income Level: upper middle class
- Channels: Instagram, Facebook, Email
charitable cheryl
Goal: Being able to contribute to worthwhile causes that align with her progressive values and have a positive impact on her community
Lottery Lawrence
Goal: Having the chance to change his life by winning money while making a positive impact for others
- Age: 51, male
- Location: urban
- Family Status: divorced, 3 kids
- Education Level: some college, trade school
- Employment Status: freelance
- Income level: lower middle class
- Channels: YouTube, Facebook, Google
Full funnel marketing strategy
The goal
- Develop a full-funnel customer journey to move potential customers from awareness through consideration into conversion and retention
- Identify funnel-specific metrics that can contribute to the NSM (North Star Metric)
- Create guide to ensure consistent storytelling and messaging across channels and funnel stages
the process
- Utilize each channels’ strengths to target specific moments in the funnel in order to best capture potential clients and guide to the next stage
- With NSM in mind, selected key metrics to indicate if efforts in each funnel stage is successful in its efforts
- Crafted messaging to speak to customers at each funnel stage to maintain consistent storytelling across channels
key insights
- Visualizing the customer journey provides important awareness for each stage
- Having a NSM helps keep focus through entire funnel and across channels
- Creating messaging to use at each stage ensures cohesion across channels
Data Analysis
the goal
- Conduct data analysis of channels 2019 vs 2020 to assess performance
- Perform data correlation analysis to identify relationships between channels
the process
- Analyzed paid channels’ performance (Facebook, Google Search, Google Display) and this impact on overall sales and CPO
- Analyzed Organic efforts’ impact on SEO
- Analyzed email marketing performance
- Conducted correlation analysis between key channels to determine which channels’ performance impacts others
channel performance 2019 vs 2020
paid channels
- 2019 to 2020 increased spend (+215,588.87 Euros) and resulted in increased orders (+9,770) across channels
- Cost per order also increased to 12.66 Euros (exceeding target CPO of 9.40)
- Google Display Ads has highest CPO both years (impacting average CPO) and lowest orders
- Recommend limiting or stopping Google Display Ads
organic impact on seo
- Organic Instagram performance improved significantly from 2019 to 2020- gained +65,364 followers
- Improvement on both Instagram and YouTube from 2019-2020 points to the content on these channels resonating with the audience
- SEO performance improved 2019 to 2020 with more sessions (+5,733) and higher average ranking
- Organic Social Media is effective at increasing awareness; as more people are aware of the brand, when they come across it during a Google search, they are more likely to recognize it and spend time on the website which improves SEO overall
email marketing
- Fewer email sent out but increased open rate (+3.88%) and Click-through rate (+1.28%)
- Email efforts became more efficient- fewer send outs with more engagement
- Content strategy on this channel is working and resonating with audience
Correlation Analysis
Instagram Reach & Facebook CPO
Key Insights
- Organic Instagram efforts impact Facebook CPO (cost per order)
- As Instagram reach declined, Facebook CPO increased
- As size of audience being exposed to the brand shrunk, Facebook Paid Ads had to work harder to convert customers
- Smaller audience aware of the brand makes for a lower quality of viewer seeing the Facebook Ads; making for fewer sales and thus higher cost per order
- Increase organic efforts to lower CPO
Correlation Analysis
Google Display Ads & Paid Facebook
Key Insights
- Google Display Ads turned off partway through the campaign
- Facebook CPO increased several days before and remained stable after
- No correlation between Google Display Ads and Paid Facebook performance
Correlation Analysis
Google Search Ads & Organic YouTube
Key Insights
- YouTube views and Google CTR follow same pattern: as video increase on YouTube, click-through rates increase on Google
- Similarly, as video views decline, so does Google’s CTR
- Organic efforts on YouTube impact effectiveness of Google Search Ads
- Increase YouTube efforts to make Google Search Ads more successful
Recommendations
Stop goole display ads
- Highest CPO, lowest orders
- No correlation between halt on paid Facebook performance
- Reallocate budget to more successful channels
- Use time and money gained with dropping this channel to try a new channel
prioritize organic social media
- Organic channels perform well
- Correlation between organic efforts and paid results
- More awareness leads to higher levels of trust and makes conversion and retention more likely
New Channel
Influencer Marketing
Rational
- Can be utilized on channels where organic efforts have performed well
- Increase awareness and consideration
- Can target both personas
- Reasonable cost
Target Audience
- Instagram: Women, 30s
- YouTube: Men, 30s-40s
Ad Formats
Videos sharing their personal involvement with Inclusive Tomorrow- ease of raffle and strong impact
Funnel Step
- Awareness
- Consideration
Pricing
- Instagram: $10 per post per 1,000 followers
- YouTube: $20 per 1,000 subscribers
project planning & management
The goal
- Develop a project plan for a strategy-aligned multi-channel marketing campaign
- Prepare requests for team collaborators across departments
the process
- Used Asana to create calendar for each task to ensure all aspects of the campaign were addressed in timely manner ahead of campaign launch
- Asses priority of tasks and dependency between tasks to determine proper order
- Worked backwards from launch date to properly space out tasks and ensure tasks with dependencies were completed first
- Wrote briefs (creative, content, and product) to effectively and succinctly communicate needs and mutual benefits
key insights
- Multi-channel campaigns have a lot of pieces; easy to get overwhelmed and for things to be forgotten
- Planning at the beginning ensures every aspect has been thought of
- Assigning tasks ensures each teamember knows who is responsible for what minimizing miscommunication on task ownership
- Project tools allow for whole team to see progress of project and follow up/support accordingly
reflections
This was my first experience with multi-channel marketing. I feel I did a good job with the data analysis and made solid recommendations based on my findings. By nature multi-channel campaigns have several moving pieces that at times felt overwhelming. I found it helpful to break things down in to smaller, more manageable tasks. Asana as a project management tool proved very helpful in doing this and helped me visualize the campaign and tasks as a whole.
megan kalan 