Marketing that Connects
Arizona PBS
During my master's capstone I partnered with Arizona PBS to develop and manage paid digital marketing campaigns designed to increase YouTube views and Instagram followers. The team's SMART goal was to gain 300 new Instagram followers through our Meta advertising campaigns. Two of the strongest-performing campaigns not only met that objective but significantly exceeded it, demonstrating the effectiveness of audience-focused messaging and creative content.
What Happened in AZ? Instagram Growth Campaign
Promoted a short-form What Happened in AZ? video exploring Arizona's Indigenous history. This campaign exceeded the team's 300 follower SMART goal.
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Campaign Results
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980 new Instagram followers
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42,188 impressions
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30,521 users reached
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4.7% click-through rate
Trail Mix'd Waterfall Instagram Growth Campaign
Promoted a Trail Mix'd episode showcasing one of Arizona's scenic hiking destinations. This campaign exceeded the team's 300 follower SMART goal.
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Campaign Results
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888 new Instagram followers
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35,442 impressions
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24,577 users reached
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4.7% click-through rate
Zócalo Public Square
During my master's capstone I also partnered with Zócalo Public Square to develop paid digital marketing campaigns that increased event registrations and promoted civic engagement. The team's SMART goal was to generate 12 event registrations for each promoted event. The campaign featured below more than doubled that goal, demonstrating how strategic digital advertising can successfully drive community participation.
Community Event
Registration Campaign
Promoted Zócalo Public Square's event, How Does the Central Valley Harness Its Power? This campaign exceeded the team's 12 registrants per event SMART goal.
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Campaign Results
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27 event registrations
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94,320 impressions
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2,188 link clicks
