Digital Marketing Portfolio
Fixing a Key Part, Improving the Process, Developing and Optimizing Content for SEO
Company:
Coast Medical Service
Tactic
Website
Project Role
Strategist, Project Manager, Copy Writer
Upon joining Coast Medical Service, we found that the jobs feed on the website was showing incorrect job information. This included jobs that were no longer available. We worked with a developer to diagnose the issue within the API. Errors were remedied. As a result, the job feed was fixed to show correct data.
Next, the application process needed help as the candidate was sent to a secondary website to apply for every position. We hired a new digital agency to build a new website that allows candidates to apply for over 5000 positions. It tracked the original referral source via UTM with the ATS/CRM. This enabled in-depth analysis of ROI by source, medium, campaign, content, and keyword.
Additionally, after conducting a brand survey of candidates working with Coast, we identified the appropriate voice and relevant messaging. With a newly hired copywriter, we implemented a refresh of all website copy. It is now more reflective of the voice and tone Coast aims to portray and incorporates SEO best practices.
Lastly, we implemented a blogging strategy. It included monthly seasonally-based campaigns that highlight locations for travel healthcare workers. These locations were places where workers would look to accept contracts in the coming months. The strategy also incorporated topical content based on healthcare news and laws, plus highlighting featured jobs and locations.
The result of these efforts was an average 600% increase in monthly traffic to the site.
Demand Generation for Insurance App
Company
LUNA Insurance
Tactic
Paid and Organic Social
Project Role
Strategist, Copywriter, Project Manager, Producer, Campaign Manager
We created this cost-effective demand generation campaign. Its purpose was to generate app downloads of the LUNA Insurance app. We also aimed to build brand awareness shortly after launch. To stay true to the brand of the company, a mascot was created which we affectionately named “Luna” utilizing our video editor dressed in an astronaut costume.
Components included 20 short “story” videos. There were also 12 display ads used on Instagram and Facebook. These ads had variations in creative size, copy, and calls to action. The results were nothing short of outstanding.
- Social Media Growth: 949% increase in followers
- Brand Awareness: this paid campaign resulted in 81% of all web traffic
- Awareness and Usage of App: 245% increase in total app downloads
- Cost Efficiency: the cost of each Marketing Qualified Lead (MQL) was 28% below the market average and target
- Return on Investment: Policy average value was 72% above market average and gross profit was an astounding 18x initial investment
As LUNA Insurance increases its staffing, this campaign can expand suitably. It can run in the background continually. This will generate highly qualified leads and sales.
Intro Video for Insurance Agency Management System
Company:
LUNA Insurance
Tactic
B2B Demand generation video
Project Role
Strategist, Project Manager, Copy Writer
For a contract marketing position, LUNA Insurance needed help with their GTM strategy and launch of their disruptive client facing insurance app and revolutionary agency management system to independent insurance agents looking for a better way to sell insurance.
This video was created to walk agents through both the app and agency management platform, allowing LUNA to showcase both how the technology will help an agency sell insurance policies in an efficient manner, and how easy it is for the client to not only get insurance quotes.
Shot, produced and edited in a budget friendly manner, this slick video will be used to provide clarity on how LUNA will help agencies via demand generation campaigns on paid social, email marketing, web marketing and repurposed at industry events. All while staying true to the brand that LUNA is working to establish.
Organic Demand Generation
Company
Coast Medical Service
Tactic
Demand Generation Campaign
Project Role
Strategist, Designer, Copywriter, Campaign Manager
As part of a monthly demand generation marketing campaign designed to encourage travel healthcare workers to apply for travel opportunities in featured locations, a monthly blog campaign was created that was designed to give the target demographic more information on activities to do while on a travel healthcare assignment.
Blogs were promoted via targeted email and SMS messages plus organic social posts.
The result was often a 100-200% increase in daily job applications over a 48 hour period after campaign was delivered.
Make a Referral and Everyone Gets Paid!
Company
Coast Medical Service
Tactic
Social Media, Email, SMS campaign
Project Roles:
Strategist, Designer, Copywriter, Campaign Manager
To increase the number of referrals generated by Coast Medical Service, a referral based marketing program was that rewarded both the referee and the referral candidate.
This was promoted by via an integrated marketing campaign including an automated email and SMS marketing to clinician database, plus organic social posts designed to be shared on timelines.
Typical results were 2-3 referral candidates generated per activity.
Simplifying a Complex Message
Company
Foureyes
Tactic
Demand Generation
Project Roles:
Strategist, Copywriter, Campaign Manager
To market the Foureyes SaaS platform to automotive dealers, a demand generation campaign was created that was designed to simply promote a complex software solution.
Display ads were utilized on Google Display Network, Paid Social, Programmatic, Retargeting and Organic Social to dedicated landing pages designed to capture lead information and automatically load data into CRM for continued marketing efforts and sales enablement.
Results were typically around $7 for Marketing Qualified Lead and $35 for a Sales Qualified Lead.
Reengage and Move Down the Funnel
Company
Coast Medical Service
Tactic
Marketing Automation
Project Roles:
Strategist, Designer, Copywriter, Program Manager
Coast Medical Service had a database of over 20,000 traveling healthcare workers with very little communication going out to them. They needed to build out a marketing automation system that not only moved new and previously booked candidates down the funnel to accept a position, but also reengage passive candidates and help increase rebooking rate, referrals, and online reviews.
The first step was to identify and map out the entire candidate journey, what pieces needed to be created to move the candidate along to the desired next step, and then what triggers needed to activated within the CRM to automate the communications journey as necessary.
To map everything out, a flowchart was created identifying not only the phases of the candidate journey, but desired touchpoints with defined next steps.
Then, with assistance from a copywriter, 200+ email and SMS touchpoints were developed and implemented within the marketing automation software, and linked in the flowchart for ease of access.
The results of this effort were tremendous. Not only were open rates and click thru conversion rates double the market average, Coast saw an 30% increase in online reviews, additional candidate referrals and a increase in rebooking rate.
Additionally, with routine surveys, early contract cancellation rate dropped as the team was able to get in front of potential issues before they escalated.
Lastly, from an operational perspective, it assured that every candidate would receive all needed communication and not be dependent on staff members remembering to share information.