Membership Campaign
The College Art Association (also referred to as CAA) was seeking new ways to reach their customers, specifically to increase their membership. The traditional forms of promotions were run, such as a X/Twitter ad, YouTube Ad and email marketing. CAA also chose to create a LinkedIn Conversation Ad.
CAA’s target audience was aimed at students, early career researchers, professors and instructors who studied the arts. Their audience also branched out to artists, performers, dancers, and those who enjoyed the arts such as theatre enthusiasts.
Client:
CAA
Skills applied:
LinkedIn paid ad, X/Twitter paid ad, Website design, WordPress, email marketing, client management, multi-channel marketing
LinkedIn Conversation Ad Copy Example
The copy for this ad was drafted by Amanda, with edits and approval by the client. She chose key messaging to highlight in the ad such as benefits of becoming a member, discounts they would receive and free access content to journal articles. Amanda worked extensively with the “sender” of the ad to ensure the tone of voice and message was in line with the client and the “sender.” To download the full LinkedIn Conversation Ad copy example, please contact Amanda for the password to view the PDF.
This file is for a writing example purpose only. Please do not download, share or distribute its contents. Thank you.
4,028 impressions,
with a 78.6% CTR of 3,174 clicks
This ad ran over the course of 2 weeks and received 4,028 impressions and 3,174 link clicks, with a 78.6% click through rate.
X/Twitter Ad Example
The social media ads for this campaign were drafted, designed, implemented, and analyzed by Amanda. She created the designs for the ads, as well as the copy. Below are some ad copy examples.
🖼️ The College Art Association (CAA) is the largest network of visual arts professionals and is an ally of all those working in the fields of art, art history, design, and visual studies.
🧑🎨 Become a valued member of CAA today: [BITLY]
🎨 CAA promotes excellence in scholarship and teaching in the history and criticism of the visual arts and in creativity and technical skill in the teaching and practices of art.
💻 Learn more about becoming a member of CAA: [BITLY]
645,000 impressions,
with a 2.3% CTR of 15,003 clicks
The X/Twitter ad ran for 6 weeks and yielded over 645,000 impressions with 15,003 clicks yielding a click through rate of 2.3%.
YouTube Ad Example
The YouTube ad was created with a video made with one of the CAA members. It was set up as a skippable as the video is just under two minutes in length.
4,256 views,
with a 12% completion rate
The YouTube ad ran for 3 weeks and received 4,256 views with a 12% completion rate, with 87% of viewers watching the first 30 seconds of the video. The ad received 620 clicks yielding a 1.2% click through rate.
Email Campaign Example
The email campaign was drafted, designed, created, sent and analyzed by Amanda. This included creating the email layout, images, and drafting the copy.
The email was sent to over 13,000 contacts targeted at people within Taylor & Francis’s email database interested in or studying politics, international relations, global security, etc.
25% open rate with 6,000 opens,
and a 3% CTR with 760 clicks
The email was sent twice. The first send was to all recipients, and the second send was to those who did not open the first send.
The email had 6,000 opens yielding a 25% open rate, and 760 clicks yielding a 3% click through rate.
