Marketing Objective:

Develop a comprehensive multi-channel re-engagement campaign (or rewards program) designed to motivate existing customers to increase purchase frequency and average order volume, ensuring a positive return on ad spend (ROAS). By leveraging new and existing customer data, the campaign will identify and target key audience segments with tailored strategies that align with business objectives. The plan will include a robust paid search campaign with a data-informed keyword strategy, a creative display advertising initiative, and a channel-specific social media campaign to maximize engagement and conversions. Measurable objectives and KPIs will track success across all efforts, ensuring the approach is both impactful and data-driven, fostering long-term customer loyalty and profitability.

Contributions:

This project was a collaborative effort involving a team of marketing students working together to create a cohesive re-engagement campaign. The team collaborated on strategy development, audience segmentation, and performance metrics to align with the overarching business objectives. My contributions were focused on key areas, including branding and design, defining campaign objectives, and leading the creation and design of the rewards program. I also played a pivotal role in crafting and designing the copy and visuals for the retargeting and display advertising campaigns, ensuring they resonated with the target audience and aligned with the campaign's goals.