Marketing | Content Strategy | UX Writing
Media Engagement and Press Strategy
Working closely with a fortune 500 association’s leadership and vendors, I developed and executed a press plan for a multi-day event that included 4,000 international attendees. The plan involved event press releases, specialized tier 1 and tier 2 media invites, a press lunch briefing, and other media event materials. Overseeing the communications, media badges, presentations, media event signage and analytics, a thorough media attendee event journey resulted in amplified news content for the organization.
Below is an overview of the components and techniques I created and managed.
Goals and Internal Message
Develop media campaign goals, create internal talking points and presentation for the committee and Board on press message
Press Invites
Define budget, determine tier 1 and tier 2 levels, create schedule of media materials, define what to expect (access to industry partners and keynote), develop copy
Registration Process and Branding
Coordinate with registration team and design vendor on branding, badges, and signage, UX writing and copy editing for registration site
Press Releases
Create overview of topics, schedule review and release dates for involved parties and legal department, define the support distribution, work with creative vendor on graphics and digital template
Social Media for the Press
Identify and engage with press influencers, create social media copy, plan for press specific social media during event and reposts when appropriate
Agenda and Press
Briefing Event
Coordinate briefing logistics with meeting planners, develop agenda, create content to align with goals, develop and schedule press tour if appropriate, create scripts
Pre-event and On-site Interviews
Define opportunities and schedule, develop copy and review schedule
Articles and Blogs
Coordinate with partner media team, interview partners and committee members, create content for different channels
Follow Ups and Reporting
Media survey, thank you for attending summary, analytics reporting
Lead Nurturing Campaign and Content Strategy
Content was developed to expand services to existing clients and attract potential clients. A landing page, an interview style article, an infographic poster, and an insight sheet were created for a business development campaign. Working with subject matter experts, I developed the lead nurturing strategy, wrote the articles, landing page, and emails, worked with graphic designers to create the visual pieces, and collaborated with the digital marketing manager on automation and testing. Through increased visits to a specified landing page of the website and more downloads of content, the campaign amplifed awareness of a specific service the firm offered.
Below is an overview of the campaign sequence I created.
Customer Journey and Content Testing
Developed for a house plant e-commerce project, I created this plan for content usability and A/B testing. Participants were asked to review and give feedback on the customer journey and different versions of the above the fold copy and calls to action. The constructive user feedback resulted in copy changes to improve the customer experience.
Below is the content testing plan I created.
