Campaigns, Print, & Events

My role was to design and execute engaging social media campaigns across multiple channels, including email marketing and print materials, to promote the falconry location and events. This business offers one-of-a-kind, educational experiences for people of all ages, immersing visitors in the fascinating world of birds of prey.

Each campaign was carefully tailored to showcase the falconry's mission of education and conservation, captivating diverse audiences through visually stunning content, compelling storytelling, and interactive elements that invited families and enthusiasts alike to participate in these unforgettable experiences.

Collaborating with my "feathered co-workers" (the stars of the show) and the dedicated human team added a fun and memorable twist to the work.

Campaign 3-
"Birdie Basics"

Goal 1 - Increase Awareness Among Families
KPIs

Reach: Number of unique users exposed to the campaign.
Social Media Engagement Rate: Likes, shares, and comments.
Impressions: Total times content is displayed, including repeat views.

Goal 2 - Drive Ticket Sales for Family Packages & School Group Events
KPIs

Conversion Rate: Percentage of users purchasing group experiences.
CTR: Percentage of users clicking on links for booking or event details.
Email Campaign: Open rate and CTOR from family-targeted email lists.

Goal 3 - Boost Post-Event Engagement and Retention
KPIs

Post-Event Feedback: Reviews and ratings.
User-Generated Content: Number of posts using a campaign hashtag or tagging us.
Return Visitor Rate: Families signing up for follow-up experiences.

Creating content for schools and educational falconry programs involved blending the awe of nature with the excitement of learning. Posts highlighted the hands-on experiences available in classes in schools, at the falconry field trips, and homeschooling tours. Images captured falconry events, emphasizing their value in teaching science, and history with a twist! The content sparks curiosity, making it easy for parents and educators to see how falconry studies can enrich their curriculum and captivate students.

Campaign 4- "Fair Feathered Friends"

Goal 1 - Boost Event Awareness Pre-Fair
KPIs

Reach: Number of people seeing the campaign posts, ads, or emails.
CTR: Number of online clicks to the ticket link and website link.

Goal 2 - Attract Fair Visitors during the event
KPIs

Foot Traffic: Number of visitors stopping by the booth.
Onsite Engagement: Number of people interacting with handlers, attending demonstrations, or taking photos.
Social Media Mentions: Posts, tags, or shares about the exhibit during the event.

Goal 3 - Drive Post Event Engagement
KPIs

Lead Capture: Number of emails or contacts collected.
Website Traffic: Increase in visits to the falconry’s website during and after the event.
Bookings

Those who initially expressed interest but did not immediately convert, were targeted with a tailored follow-up offering an exclusive discount. By providing a time-sensitive incentive, this approach successfully reignited interest and encouraged bookings, converting potential leads into confirmed sales.

Pre-Event

The marketing strategy focused on creating buzz and driving engagement through email campaigns and social media posts. These efforts included eye-catching content with direct links for purchasing tickets and visiting the event website for more details.

At-Event

With a touch of humor and clever puns, the signs added a playful charm that made people smile and drew them toward the exhibit. To captivate younger attendees, I introduced a creative twist: incorporating the popular friendship bracelet trend.

Post-Event

Follow-up emails were sent to all leads collected offering an extension on the event discount with the reminder email that our gift cards never expire and could be purchased using the extended discount for future use. We followed up on all leads answering any questions they had.

What Worked Best

Of the five campaigns, the fair proved to be the most successful and had the highest conversion rate. Taking place in the second month, the fair showcased the largest conversion spike, demonstrating the value of in-person engagement to highlight the unique falconry experience.

Multiple large groups were retargeted and they purchased tickets for future bookings, further solidifying its impact. Moving forward, the best strategy is to continue promoting and participating in events like this to effectively showcase the falconry program and drive both immediate and long-term conversions.

Campaign 1- "Meet the Fam"

Goal 1 - Increase Brand Awareness
KPIs

Impressions: Total number of times the content is displayed to users.
Reach: Total unique users who see the campaign.

Goal 2 - Drive Engagement with New Audiences
KPIs

Engagement Rate: Likes, shares, comments, clicks, or other interactions relative to the number of people reached.
Video Views: Total number of video plays.

Our campaign brought the falconry's stars to life with a series of vibrant social media posts and email features, each spotlighting a different bird. Short descriptions, and fun facts like how peregrine falcons reach speeds over 240 mph kept the reader wanting to learn more. This approach captivated audiences, encouraged sharing, and drew attention to the falconry’s one-of-a-kind educational experiences.

Campaign 2-
"Feathers in Focus"

Goals
Increase event attendance and engagement by driving bookings and generating excitement.
KPIs
Social Media

Click-Through Rate: Percentage of users clicking event links.
Engagement Rate: Likes, comments, shares, or saves.
Reach: Total unique users exposed to the campaign.

Emails

Open Rate: Percentage of recipients opening the event emails.
Click-to-Open Rate: Percentage of email opens that lead to a click.
Conversion Rate: Percentage of email clicks resulting in bookings.

Creating content for a curated photo session was about immersing the audience in the experience before they ever step behind the lens. I posted dynamic, motion-filled videos, the content evokes the energy and emotions the session promises to capture. The posts are clear, visually striking, and intentionally designed to inspire, enticing photographers to imagine these visuals as standout additions to their portfolios.