A national medical association launched a new program to show high school students that medical laboratory careers are a real option. It was a new audience, a new section of the organization and a brand-new kind of campaign. It needed a way to reach the educators, counselors and CTE directors who guide students’ career choices, and to get them excited about careers most people have never heard of.
As account manager, I was the one thread running through the entire year-long campaign. I conducted all of the interviews and developed all of the content: a district implementation guide for administrators, a student career planner and infographics. I also helped curate and coordinate a series of webinars. Because the campaign came in under budget, I was able to deliver more than planned: a wireframe for an updated homepage and a lead nurture email series for the new contacts.
The client was very happy with the results. The campaign engaged an entire audience the organization had never reached before, turned cold contacts into warm, engaged leads, and came in under budget.
