Strategic Marketing Campaigns
I have a broad background in building strategic marketing campaigns for international study and travel abroad programs, hosting, travel insurance, and room rentals. I’ve driven these dynamic campaigns, working with my teams and our stakeholders to meet our goals both on and offline….organically and paid.
Below is a detailed campaign example, as well as a broad mix of visual examples from across the marketing campaigns my teams have executed over the years…
The Homestay Ambassador Campaign
Campaign Conceptualization
In 2018, we planned a media-heavy campaign to target Homestay interest in Copenhagen for local families. We conceptualized out a campaign built from stories of students released in real-time throughout a semester. We recruited 10 student Homestay Ambassadors to work with my team on a set series of storytelling expectations. Each Ambassador would contribute a written and video interview sharing their perspective of living with their hosts, and then would work with us on variety of other projects including photoshoots with the group or with their Homestay, a giveaway event, instagram takeovers, etc.
Content was then networked across city-wide advertising for Homestays here in Copenhagen, as well as targeted newsletter and social media campaigns with our enrolling student body to consider living with hosts.
Below are some specific examples from across the campaign…
Examples from the Campaign
Targeting a Key Neighborhood
While we used media built for this campaign across the full city of Copenhagen, we also invested in a target neighborhood campaign specifically. We gathered a group of the Ambassadors for a shoot at several landmarks on the island of Amager, a key target area for Homestays. We then bought a two-week block of advertising down the full Amager metro line, postering the doors with a series of our designs.
Sharing Their Stories
Each Homestay Ambassador shared their story with a blog interview as well as sitting down with a fellow Ambassador to do a Q&A video. This media was posted on both our Danish audience blog as well as our American student blog, and was networked throughout our social media sites, newsletters, and local online advertising.
Josh was one of our Homestay Ambassadors. Click here to read his blog interview and watch his Q&A video with Jen. Josh also took over our instagram account on a day he visited his host brother’s school to share his take on life in America.
A Trick or Treat Giveaway
The American tradition of Halloween is fast taking off in Denmark, and so we sought to bring some Halloween fun to one of the most busy stations in central Copenhagen during the evening rush hour. The Homestay Ambassadors joined my team in handing out branded bags of candy corn to passers by, and talking about their own personal experiences with those who showed interest. We even ran into some current hosts throughout the evening!
Other Marketing Campaign Examples
Below are visual examples of the online and offline marketing campaign material my teams have produced for various audiences across languages. We’ve negotiated contracts for train station and metro boards, videos in airport arrivals and on trains, distributed postcards to cafes and catalogs to fairs, sponsored local teams and community events (and held our own), and we’ve managed digital advertising campaigns across social media platforms.
