Persona-Based Digital Engagement & Lead Nurturing

NACCHO

MY ROLE

Lifecycle Marketing Strategist

DELIVERABLES

Competitive Analysis, Targeted Personas, Landing Page, 4 Drip Emails, Drip Automation

KEY RESULT

7% Community Membership Increase

BACKGROUND

National Association of County and City Health Officials (NACCHO) launched the Local Health IT Community of Practice (LHIT) to better support IT professionals in local public health departments, a group historically underrepresented in programming. While the platform gained initial traction after its 2019 launch, participation dropped significantly during the COVID-19 pandemic. To support LHIT’s soft re-launch, NACCHO initiated a targeted lead generation and drip email campaign designed to drive engagement with the community platform and convert new leads into active members.

I led the campaign strategy and execution, including competitive analysis, persona development, and campaign buildout. I proposed the inclusion of civic tech professionals as a potential audience segment, hypothesizing that connecting under-resourced public health IT administrators with civic tech volunteers and organizations could spark richer collaboration and programming.

I collaborated with program and online community managers to align on messaging goals, secure final content approvals, coordinate post scheduling via Hootsuite, and update the community landing page. I built the automated email series, crafted copy tailored to each persona, and designed the email templates and social graphics to ensure cohesive messaging across all touchpoints.