Inclusive Tomorrow
Dear website visitor
Please note that this is a case study for an assignment in my CareerFoundry digital marketing course. Inclusive Tomorrow is a fictional company created for this assignment.
Please, feel free to download the entire case study for a more in-depth look.
The Client
Inclusive Tomorrow is a charitable organization that finances itself through raffle tickets. They offer these tickets as one-off purchases and through subscription models.
With every ticket bought, customers finance charitable projects supporting people with disabilities and inclusive organizations.
Additionally, customers have the chance to win a lottery prize of up to 2,000,000 euros.
The Callenge
Inclusive Tomorrow’s end-of-year holiday campaign failed to meet its goals. Cost per order (CPO) increased by 28% for Facebook Ads and 30% for Google Search Ads, while the website’s bounce rate rose by approximately 3%.
That’s why the upcoming multichannel Spring Campaign needed to overperform and compensate for the losses during the holiday season.
The Solution
Correlation between CTR & Views
- I analyzed our previous multi-channel campaign’s performance. I examined its overall results, compared them to the previous year’s campaign, and evaluated each channel individually.
- I performed a correlation analysis of marketing data and evaluated how different channels impacted each
other’s performance. - Based on the insights gained from these and other tasks, I developed a multi-channel marketing strategy for the upcoming Spring Campaign.
Correlation between CTR & Views
Key Deliverables
My deliverables included the following:
- Full-funnel customer journey.
- Identifying the North Star Metric (NSM)
- Developing a multichannel marketing strategy
- Creating a project plan to execute the multi-channel marketing strategy
- Writing of creative & product briefs
Important Learnings
Upon completing this project, I learned new skills and deepened my existing knowledge in the following areas:
- Consistent messaging and storytelling are very important in a multichannel marketing strategy
- Organic traffic tends to be of higher quality than paid traffic and can positively impact paid campaigns.
- That’s why, performing well on organic channels is crucial for long-term success.
- Correlation indicates a relationship between two variables, but does not equal causation. However, due to limited resources, we often look for correlations rather than causation.
