Education Foundation Catalogs and Brochures

From 2016-2019, I served as the lead for the annual production of the organization's conference brochures and CPE catalog. A lot of programs were struggling prior to me coming on board where metrics for registration or similar conversion goals were landing in the 30-60 percentile. It took creativity, relying on analytics and testing to get these numbers within the 85-100+% range.

I was responsible for keeping this project within a tight budget and executing on an extremely tight deadline (usually within 2.5 months for the catalog and 6-8 weeks for conference brochures). I collaborated with and worked alongside program development, art designers, editors, content writers, stakeholders (CEO, COO, CTO, and program associates).

During the course of this project, other tasks needed to be addressed such as advertising within our membership base and externally to get people to opt-in to marketing materials. While addressing the need to grow the contacts database, other digital marketing strategies were implemented to lead nurture prospects and engage current subscribers.

After final documents were sent to our printer, along with a mailing list that I queried, it was my responsibility to make these assets available online with clickable links to each product offered. Additionally, to measure impact, I tracked engagement and performance through Google Analytics and SiteImprove.

The impact of this project reaches beyond improving registration goals for the organization, but helped to improve morale among team-members involved in this project.