Go Overseas is a travel lover's best buddy for planning, navigating, or sharing about a trip abroad. Their mission is to create a community of travelers who can share reviews, read guides, and receive scholarships for meaningful travel.
Challenges
Content Calendar: Previously, there wasn't a very strong organization or strategy behind the content calendar for Go Overseas. Being able to bulk create content with the insight of what would still be relevant a few weeks in advance was vital to staying on target for metric goals.
Instagram Reels and TikTok: With the rising marketing appeal of short videos like TikToks and Reels, Go Overseas needed to create consistent content that would promote their programs and scholarships.
Email Bounce & Unopen Rates: While Go Overseas had thousands of email subscribers, the bounce and unopen rates were higher than desired. A combination of factors went into these high percentages that needed to be addressed in order to launch successful email campaigns that met business and client expectations.
My Approach
Discovery Phase
Client Intake: Go Overseas receives numerous paid requests from travel abroad programs to be featured in a social media or email campaign. I'd research about the specific program, their desired audience, and any key features to highlight in the design/copy.
Market Analysis: Researched current trends in social media and email marketing to identify key features and design elements that would help us achieve our KPIs.
Community Analysis: How are our users engaging with our content? What reasons would there be for lower engagement that we can learn from to improve retainment?
Deliverables
Content Strategy: Developed a content strategy that includes following a brand calendar to create the ideal instagram grid and email campaigns focused on compelling program testimonies, high-quality images, and engaging language.
Community Outreach: Cultivated a vibrant online community across GoOverseas platforms, driving a significant increase in program reviews and participant interest. This included a creation of email templates for frequently asked questions and maintaining up-to-date user content for programs listed on the site.
Marketing Material: Produced both the copy and designs for social media photos, videos, flyers, and email content that reflected brand voice and resonated with target audiences.
Results
Through a mix of strategic content creation and community-focused storytelling, I helped amplify the brand’s presence and directly contributed to marketing success. The 2022 Gap Year Fair season hit every single KPI target through the promotion of developing compelling creative assets and facilitating events. The combined efforts of the Gap Year Fair team helped to significantly boost brand awareness and program participation. In addition, content organizational systems I helped to place are still in effect to help streamline community engagement and improve content approval turnarounds.