During my time at Red Ventures, I worked on some promotional campaigns that were themed around a central topic. These campaigns included a suite of content (data studies, news stories, first-person student stories and guides), video content and a multi-platform promotional strategy (social media, public relations, email promotion).
Pride Month Hub and Campaign
In June 2022, I led the brainstorming and creation of our Pride Month content hub on BestColleges. The content was collected onto a landing page which featured custom, branded imagery. This imagery was used in social media posts and onsite promotional blocks. We worked with a partner, CampusPride, on our content and in our promotions as well.
This campaign featured a few different media types, including onsite digital ads, social media promotions and a series of videos. We promoted this content onsite, on our social media channels (and on Campus Pride’s social media channels as well), our Youtube page, via email promotion and through a formal public relations push.
We published 41 pieces of content for this hub and 6 videos. Our partnership allowed us to reach 10,000 new users via social media.
Landing Page Link: https://www.bestcolleges.com/resources/lgbtq
| Pride Month Hub | Comparison to Previous Campaign | |
| Landing Page Sessions | 2,300 | +468% |
| Social Media Engagement Rate | 14.2% | +158% |
| Email Conversion Rate | 1% | +9900% |
| Video Total Views | 8,000 | +53% |
| Press Mentions | 14 | +600% |
Financial Education Hub and Campaign
In February 2022, I led the brainstorming and creation of our Financial Education content hub on BestColleges. The content was collected onto a landing page which featured custom, branded imagery. This imagery was used in social media posts and onsite promotional blocks.
This campaign featured a few different media types, including onsite digital ads, social media promotions and a series of videos. We promoted this content onsite, on our social media channels, our Youtube page, via email promotion and through a formal public relations push.
We published 28 pieces of content for this hub, and 4 videos.
Link to Landing Page: https://www.bestcolleges.com/resources/financial-education/
| Financial Education Hub | Comparison to Previous Campaign | |
| Total Site Sessions | 19,148 | +140% |
| Social Media Engagement Rate | 5.7% | +3% |
| Email Conversion Rate | 0.1% | +45% |
| Video Views | 5,260 | +7% |
| Press Mentions | 2 | +50% |
Megan Mulrain 