Project Management
During Pride Month, Amanda was the project manager and marketing lead for the multi-channel marketing campaign to promote the company’s work with the LGBTQIA+ community. During this campaign, she coordinated multiple internal departments, worked with many external stakeholders, developed promotions on a variety of channels, tracked the data of the progress, and excelled in organization, leadership, and marketing efforts.
The campaign’s objective was to show how the company supported the LGBTQIA+ community. The promotions of this campaign included the creation of a website, video interviews, paid social media ads, targeted email marketing, a Google search ad, YouTube ad, and organic social media.
Amanda successfully led multiple internal departments to create this campaign. This included regular team calls, emails, and instant messaging over Microsoft Teams. This example clearly shows leadership and organization of a marketing campaign with many moving parts.
Company:
Taylor & Francis
Skills applied:
Multi-channel marketing campaign, project management, social media ads, email marketing, video creation, website design
Website Design
Amanda designed a landing page using WordPress and their Gutenberg plug in. The website served as the main URL many of the other promotions linked to.
The website hosted:
The main promotional video, which featured six researchers part of both academia and the LGBTQIA+ community
Key research about and written by researchers in the LGBTQIA+ community
A link to another website article collection focused on Gender Studies
A link to another website of all Routledge’s published books related to and written by those in the LGBTQIA+ community
A link to the associated X/Twitter account
Amanda primarily designed the landing page herself, but received input and links from other teams to create the overall page.
view rate of 90 seconds,
with a click rate of over 60%
The landing page had a view rate of 90 seconds, with a click rate of over 60%. This meant that people would come to the page, scroll down the page, and click through to either an article to read, a YouTube video to watch, or a KOL’s (one of the people we interviewed) personal page.
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.
Taylor & Francis is celebrating #PrideMonth by featuring a series of interviews with those in the academic and #pride community to share their stories.
Watch the videos and find out how T&F is supporting #LGBTQIA+ research.
🌈 Taylor & Francis is proud to be celebrating #PrideMonth!
👥 All month we'll feature a series of interviews with those in the academic and #pride community to share their stories.
💻 Watch the videos and find out how T&F is supporting #LGBTQIA+ research.
5,300 impressions
with 970 clicks, 1.8% CTR
The X/Twitter ad ran for 4 weeks, and an additional 2 weeks after June, and yielded over 5,300 impressions with 970 clicks yielding a click through rate of 1.8%.
Email Campaign Example
The email campaign was designed by Amanda and her colleagues in the Library and Institutions team. It was then delegated to one of her colleagues to set the email up, and analyze the results.
The email was sent to a total of over 25,000 contacts targeted at people within Taylor & Francis’s email database.
26% open rate with 6,500 opens ,
and an 8% CTR with 574 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 6,500 opens yielding a 26% open rate, and 574 clicks yielding an 8% click through rate.
Google Ad Example
The Google ad was drafted by Amanda and her colleagues in the Editorial team. She then set up and analyzed the ad as it ran. It was targeted to a broad audience of researchers.
3.5 million impressions
with a 2% CTR of 717,375 clicks
The Google Ad ran over the course of 8 weeks and received over 3.5 million impressions with 717,375 clicks yielding a 2% click through rate.
YouTube Ad Example
The videos for the YouTube ad were created by the multimedia team. The manager interviewed six researchers both in the academic and the LGBTQIA+ community. The interviews were edited down to marketable clips and a YouTube video.
Amanda worked with the multimedia manager to keep the them on schedule to post in time for Pride Month, and coordinated the manager and the interviewees. She also attended all the interviews as they were being recorded.
5,672 views
with a 24% completion rate
The YouTube ad ran for 3 weeks and received 5,672 views with a 24% completion rate, with 92% of viewers watching the first 30 seconds of the video. The ad received 550 clicks yielding a 1% click through rate.