BE-Ex

THE PROBLEM

BE-Ex is a non-profit dedicated to creating educational materials for architects, engineers, and other construction stakeholders to promote and guide the construction and reconditioning of energy-efficient buildings. They achieve this through webinars and in-person conferences. After COVID-19, their attendance numbers started to drop, and they needed to be brought back to pre-pandemic standards.

THE APPROACH

First, I implemented new practices of A/B testing on their mailers to optimize open rates and click rates, bringing their click rates to 4% and their open rates to 30%. Next, I researched their target audience and, using Seamless AI, added 5,000 new subscribers to their biweekly newsletter. Lastly, through a LinkedIn message campaign with only a $20 daily budget, I managed to increase their registrations by 200%. I then used personalized mail merge follow-ups to engage the registered participants.

Discover NEOM

THE PROBLEM

NEOM is a region in Saudi Arabia composed of several sections, including a manufacturing and shipping hub, a city known as "The LINE," and many others. They are organizing multiple road shows in various cities to present the project to CEOs, politicians, and opinion leaders. They aim for a minimum attendance of 100 high-profile guests per event.

THE APPROACH

Although the required attendance for this project was smaller, the target audience was very specific. Initially, we created a wish list per city of companies based there along with their respective leadership. Ideally, we wanted to invite only C-suite guests, but we realized that exclusively targeting CEOs wouldn't be the best approach as many of them are hard to reach. Therefore, we opted to also target vice-presidents and other executives, increasing the possibility of them passing the invitation to their CEOs. We combined the use of MailChimp with Outlook Mail Merge to follow up with different email addresses but the same URL as the initial invitation, aiming to maximize visibility and hopefully bypass spam filters. This was complemented by a call campaign.

Additionally, we emphasized the possibility of meeting with NEOM leadership as an incentive to expand business, making attendance more enticing. This approach was successfully implemented in 8 cities, including LA, Miami, Paris, Berlin, and Seoul, resulting in exceeding client attendance expectations.

Saudi 100

THE PROBLEM

The Saudi Fashion Commission wanted to have an exposition in New York where a 100 of their most up and coming talents would be showcased. They needed 300 guest interested in fashion to attend the opening even.

THE APPROACH

Through research, we created a number of personas that could be interested in the event, including established professionals in the fashion world, up-and-coming designers, and faculty members of fashion-related programs and institutions. For this audience, we needed something beyond a mass email plugin that connected to Outlook. Instead, we sent custom plain-text emails with personalized PDF invitations attached in batches of 300 to the database we created.

The event was a great success, with notable personalities such as Carolina Herrera attending the event.

Global AI

THE PROBLEM

The Saudi Authority for Data and Artificial Intelligence (SDAIA) needed to build an international audience of delegates, people interested in AI, its present, and future. SDAIA already had a guest list of local delegates, but they needed to build a list of international delegates who would be interested in the conference.

THE APPROACH

I created personas of people who could be interested in the conference by looking at similar events. Then, considering factors like flight time and visa requirements, I narrowed down the countries and companies that might be interested. When crafting the message, we made sure to emphasize "The Hook" and why it was in the delegates' best interest to attend the conference, highlighting the potential for bringing business to Saudi Arabia and attracting new clients.

With this message in hand and using tools such as ZoomInfo and Seamless AI, we built a database of 30K potential delegates. Then, we proceeded to A/B test different subject lines and content, reinforced with MailMerge personalized reminder emails, to ensure deliverability to high-priority delegates. As a result, we had an attendance of 5K delegates, making it a very successful event.

Guardians Of The Forest

THE PROBLEM

Guardians of the Forest is an NGO that seeks to teach people about the importance of indigenous communities to the protection of the rainforest. Indigenous fire brigades in Brazil have been involved in fighting wildfires throughout the Amazon. The goal of this campaign was to raise awareness about their efforts and raise donations

THE APPROACH

I chose Facebook and Adwords as the two main platforms to accomplish this.  On AdWords we had one search campaign with key words such as “how can we help the rainforest, and on initial testing we focused on countries such as Ireland, the UK and Canada that had better CTR. We also launched a campaign on YouTube focusing on searches of Gretta Thumberg, Jane Goodal and David Attenborough. The later one was a high search term that gave us a PPV of 0.01 and skip on average at 25%.

On Facebook Instagram the initial approach was to get the most visibility at the lowest cost. On initial tests with a worldwide audience for terms that would broadly be of interest such as “amazon rainforest” “global warming”. Although we got a very high CTR, the comments we were getting were not the best quality. We switched strategies into more specific terms related to environmentalists such as the ones we used on YouTube but overlapping them to make the audience more specific. Although our CPR went up by 0.2% the comments, interactions were more positive. 

For donations the client had to upgrade the platform to be able to use tracking codes and pixels so I wasn’t able to track exactly where the conversions came from to optimize the results. Still following up on our testing, and using segmentation such as Amfar, WWF and other nonprofits we raised $8K in donations in a 3 month period.

Influencer By Nature

THE PROBLEM

A NGO wanted to encourage  children to be more engaged with protecting the environment through a series of challenges.

THE APPROACH

The NGO already had made it clear that they wanted to use Tik Tok as a way for the children to share the challenges but they needed to promote it through paid advertisements. Parents are very careful to not let their children use social media unsupervised and by default the metrics don’t account for anyone under 18. The one platform that has a section specially designed for Kids its YouTube, so we did some focus groups for children in the target audience 13-15 year olds to see what they watch on YouTube and segment accordingly.

Halcyon The Shop

THE PROBLEM

Halcyon is one of New York’s oldest record shops. It specialized in electronic music and we had to create its e-commerce platform and a marketing strategy to promote and boost sales on both e-commerce and brick and mortar.