CASE STUDY: SCRATCH CONFERENCE CAMPAIGN
ORGANIZATION
KEY COMPETENCIES
Scratch Foundation
PLATFORMS
Blog, Email, Social Media, FB Ads
COLLABORATORS
Valerie Inniss (Communications Specialist), Annie Whitehouse (Communications Content Manager), Russell Stone (Digital Media Specialist), Gabriella Campus (Brand Designer)
ROLE
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​I developed an integrated inbound marketing strategy to generate awareness, convert attendees, and gather/collate attendee feedback. I created blog post and social media copy, and worked closely with our Brand Designer to develop a suite of assets that could be used for events.
Copywriting, Email Marketing, Paid Ads, Event Marketing, Focus Group Study, Lifecycle Marketing
RESULTS
Generated an average of 2.5K+ impressions per post across owned media platforms.
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1500+ participants
CHALLENGE
Scratch Conference is Scratch's yearly educator event. During COVID, the event changed from in-person to a fully virtual event. We wanted to capitalize on the fully virtual format to invite more educators around the world to participate, as well as test the idea of selling tickets as a way to build ARR. Prior, only attendees local to the Boston, MA area had been able to attend such events so we needed to create messaging that was timely and relevant to a diverse, international audience, as well as develop messaging that articulated the value-added to educators who might want to invest their personal development dollars in the event.
PROCESS
Audience research:
I completed an audit of our social channels to find which channels our target customers were consuming. We discovered that a Facebook group, Teaching with Scratch, and Twitter were the main channels educators who might be interested in the conference were engaging on.
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Content research:
I created and distributed surveys on our owned media channels (newsletters and social channels), as well as used focus group feedback from previous conferences and engagement to develop effective messaging tailored to the target audience. Internally, I also developed and presented a proposal to our event organizing team about the themes within the lifecycle of the campaign that we should leverage and the respective collateral within our brand toolkit to use at each point in the event marketing lifecycle.
RESULTS
We used Facebook ads to amplify our marketing around the event on Facebook, as well as planned and distributed weekly content informed by focus group and survey results. We were able to generate an average of 2.5K impressions per post across Facebook and Twitter. We quickly realized that, in spite of A/B testing and content research, potential participants were not willing to pay for the conference. We utilized those insights to quickly pivot our strategy to engage partners and donors. Inviting them to "sponsor a teacher" and help educators have an opportunity to attend. Utilizing this strategy, we were able to triple the amount of tickets sold.