Activation Campaign
About
The Activation Campaign was a three-touchpoint communication strategy designed to drive account activations among invited participants in client incentive programs. In 2021, I led the campaign from start to finish, including strategy, creative development, deployment, and performance analysis.
I was solely responsible for developing the messaging, executing the communications, and reporting on results, all with the goal of increasing participant engagement and program enrollment.
Inclusions:
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Hard-copy mailer featuring the program logo and customizable tokens. I created all visual assets in Illustrator and managed print production, including proofing, list management, and final execution.
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Used basic HTML skills to adjust an existing template with themed assets. Deployed the email to over 40,000 participants.
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Coordinated call lists, wrote scripts, managed scheduling, oversaw execution, and handled performance reporting.
The Mailer
The Activation Campaign mailer was one of my favorite projects. This accordion-style piece had to meet USPS folded mailer guidelines while staying true to the campaign’s “growing” theme. Each panel represented a phase of growth, unfolding from a seedling to a full-grown tree.
The Numbers
In 2021, the activation rate reached 20.18%, a 72.18% increase over the average rate from 2018 to 2020.