National Event Marketing
Building the digital experience behind eight Summer Institutes and thousands of educator registrations.
AVID's Summer Institutes are the organization's flagship professional learning events, bringing together thousands of educators nationwide each year. Supporting eight host cities required a scalable marketing strategy that balanced a unified national brand with localized campaigns tailored to each market.
Role: Digital Marketing Lead • Campaign Strategy • Content • Paid Media • Event Execution
Strategic Objectives
Lead the end-to-end digital marketing strategy for AVID's flagship event series, creating a seamless customer journey across web, email, paid media, social, and event communications while scaling campaigns across eight host cities.
01
Integrated Marketing Campaigns
02
Audience Segmentation & Lifecycle Marketing
03
Content & Communications Strategy
Areas I Focused On
Campaign Strategy & Leadership
Developed the overarching marketing strategy, messaging framework, campaign timelines, and launch plans supporting eight simultaneous Summer Institutes while coordinating stakeholders across marketing, communications, events, creative, and leadership teams.
Digital Experience Design
Designed and managed the complete digital experience—from landing pages and registration journeys to event webpages, promotional assets, and post-registration communications—ensuring a cohesive, conversion-focused experience across every attendee touchpoint.
Content & Communications
Produced campaign messaging across email, web, social media, video, keynote presentations, and event collateral. Reviewed executive and student speeches to ensure messaging aligned with the campaign narrative.
Email & Lifecycle Marketing
Wrote, designed, built, and deployed promotional campaigns, nurture sequences, registration reminders, Know Before You Go communications, and post-event messaging tailored by educator role, engagement, and event location.
Paid Media & Audience Growth
Managed geo-targeted Google and Meta advertising campaigns, audience segmentation, creative testing, budget allocation, and ongoing optimization to maximize registrations across all Summer Institute markets.
In-Person Event Execution
Served as the on-site marketing lead for multiple Summer Institutes, managing event branding, signage, photography, partner coordination, and general session production. Worked closely with educators, student speakers, and internal stakeholders to ensure success.
Results
36% increase in total registrations year-over-year
Improved landing page conversion rates through continuous UX optimization and audience segmentation
48% lift in organic traffic during the registration period
98% of attendees found it worth the investment, indicating we targeted the right audience segments
Established a scalable campaign framework now used for future national events
