Messaging: GAC Sync & Translating Content Across Channels & Tactics

I have had the incredible privilege to run an integrated, multi-channel campaign for GAC Sync, a new learning model developed by GACS, a premier private school in Atlanta. This new model is turning the K-12 education space on its head in an industry-disruptive move and it's just an amazing time to be a part of this mission-driven organization.

I want to use this campaign to illustrate an important marketing skill which is the ability to take your main brand message and translate it across content types. Just like you would tailor a message for a particular audience, you need to adjust content to match best practices and requirements for a particular medium. Below I have examples for how I translated our brand message for our GAC Sync campaign into different content types from social posts to print ads to magazine articles. The results of this work are telling: the campaign contributed to a 22% increase in enrollment (sales) over the same period last year.

Messaging looks and changes depending on the medium. Below are some of the assets I developed in support of our go-to-market campaign.

• The campaign web page has a significant amount of copy, a video asset to help with conversion and time on page, and a clear call to action button.

• Our Facebook and Instagram social media posts are longer. Our audience is very discerning and engages with longer content so we have adjusted our posts accordingly. It's worth noting that this was not a boosted post. Had it been boosted we would have probably had between 300-400 interactions.

• Digital ads are succinct to match the character limits so that the most important information is visible. We used the video as the visual asset for the ad. More on that below. The ads reached over 73K people, and we received 1.4K clicks on our landing page.

Facebook ads (winning ad with lowest CPC is marked with a ribbon):

Google ad:

• The print ads are more to the point but still hit our value proposition with the bullets. The real estate for these is quite large so we have room for more content without the ad being hard to read.

• The video below helps us tell a powerful story visually. Side note: this video had 65,000 plays on Facebook and Instagram in the three weeks of the campaign.

• The press release has a news hook.

• And the lead magnet and related landing page positions us as a thought leader in this space. We are going to test new Google ads with this resource to see if providing content makes for a higher converting ad.

I worked on all of these materials and developed the core messages that are interwoven throughout.