Building and optimizing a paid media campaign strategy
Ready to Care by Home Instead was looking to raise awareness about the issues seniors face, as well as drive action through its social purpose programming. We implemented a paid media strategy to reach these goals.
Responsibilities
Paid media strategy
Team oversight
Creative oversight
Project management
Deliverables
Annual marketing plans
Outcomes
Reduced cost per lead
Exceeded lead generation goals
Increased web traffic
Driving conversions through paid social lead generation
Ready to Care by Home Instead was looking to encourage people to help older adults by subscribing to their Acts of Kindness weekly SMS program. My role in this included:
Developing a plan, goals and targets
Audience targeting and optimizations
Creative concepts and oversight
Landing page optimizations
Leading a paid media strategy team
Year-over-year, we were able to decrease the cost per lead by 35%. In addition, we generated more than 20,000 subscribers in 4 years.
Enhancing brand awareness with influencer marketing
The Ready to Care pen pal program focused on encouraging people to connect with older adults by submitting a digital pen pal letter.
One arm of this strategy included paid social, wherein we were able to consistently exceed our lead generation target by as much as 209% YOY.
In addition, we partnered with Fleishman Hillard to leverage influencers to generate brand awareness, enhance our brand storytelling and generate more pen pal letters.
My role in this was to help shape the strategy, select the influencers, provide messaging toolkits and develop landing pages. Through these efforts, we were able to increase web traffic from influencer campaigns by 273% YOY.
To learn more about my work with Ready to Care by Home Instead, see how I helped Home Instead develop its social purpose strategy and programming.
Please note that due to the proprietary nature of this work, more information about this project may be available by request only. Please contact me to learn more.
"Lauren’s dynamic marketing skillet and professional characteristics make her the most valuable teammate. Lauren pushed our team into emerging marketing tactics. For example, her early work with influencer marketing, user generated content campaigns and SMS push notifications. Lauren was able to easily navigate complex projects and her performance based marketing mindset drove her to prioritize the end user's needs first. This helped her drive successful paid media campaign planning and execution. Lauren’s emphasis on conversion funnel data analysis and target audience segmentation resulted in business successes."
Gina Baylor | Director of Marketing Strategy + direct supervisor | Home Instead, an Honor Technology company
Learn more about me and my work
Hi, I’m Lauren — a marketing pro with more than 10 years of experience leading strategic, product, content and digital projects and empowering teams to produce their very best work.
