Making Good
Role: Writer, content strategist, photographer
Brief: Inspire donors by sharing unheard student stories.
With the end of the fiscal year quickly approaching, the marketing team wanted one last campaign push. The request? Find inspiring students stories that haven’t been told to death. For the next week, I dived deep into social listening and found four students who fit the bill. We told their stories through bold storytelling, photography, and videography. The final produce was an interactive digital story that was promoted through a sophisticated email marketing strategy.
Digital strategy
This campaign relied on an email marketing plan utilizing audience segmentation based on school-affiliation and class year. Depending on their engagement with the initial send, their user journey took them through different stages of learning more about a particular student story and how they could play an integral part in that student’s journey.
Social integration was an obvious choice with the beautiful, engaging assets created with this digital story. We asked the social media manager to lean into the intimate feel of the storytelling via video. Each story received their own feature in various platforms including LinkedIn, Facebook, and Instagram.
