Prior to 2016, the Organization had spent >$20,000.00, every year for seven consecutive years, on the development of multiple print pieces and print media buys in order to promote this annual event.
• I sourced LinkedIn Sponsored Content as a money savings option.
• I drove the 2016 ‘Worksite Wellness’ campaign as digital only. It went forward with multiple, targeted LinkedIn Sponsored Content ads driving audience to a campaign landing page we built in-house.
• Total campaign spend in 2016 was <$5,000.00, a >$15,000.00 YOY savings for this event—an event that never had expectations for ROI, but was always understood to be a must do community ‘feel good’ event whose benefits were by and large PR and good will.
• There was a marked increase in 2016 event participation at campaign’s end over prior year.
• I measured this campaign’s performance using UTM codes placed on landing pages that I tracked through Google Analytics. Also utilized LinkedIn Sponsored Content’s Analytics feature.