I provided digital marketing services to the Institute of Coaching (IOC) at Harvard Medical School. The IOC is a nonprofit organization that provides services to professional coaches in world-class professional development and community networking through webinars, learning events, an annual Coaching in Leadership and Healthcare Conference and a second-to-none coaching resource library.  The digital marketing work I did fell into a few different categories that included:

Email Marketing

Designed graphics and banners for their weekly email campaigns and also provided copy editing for the work submitted by faculty and practitioners. I also managed the distribution of emails in KEAP, the CRM product they used.  I primarly worked on the research report emails that the IOC would send paid members, but I also worked on emails to promote events, newsletters and holiday greetings. For the non-research report emails, I also provided copywriting.

Social Media Marketing

I created and managed their social strategy by developing an editorial calendar and posting cadence based on an audit and analysis of their data for prior engagement and growth. I wrote captions and designed graphics for their social media channels, including Linkedin, Instagram, Twitter and Facebook.  I also managed their Linkedin Live events and helped procure high-profile guest experts, including Jeffrey Pfeffer and Adrion Porter. Under my management over a three-month period their engagement and follower count increased substantively and I was able to reinforce their branding by elevating their social voice and visual appearance.

Webinar Marketing

The majority of the work I did, for both email and social media, was to promote webinars with IOC leadership and leading thinkers in the field of coaching, including Scott Barry Kaufman, Ron Carucci, Dorie Clark, and Robert Biswas-Diener, among others. I’d create graphic materials and then traffic it to the director speaker or their assistant for approval and to also promote through their channels.