Brand-Conscious Paid Engagement Campaign

D.C. Bar

MY ROLE

Engagement Strategist

DELIVERABLES

Strategic Campaign Overview, Social Media Copy, Visual Assets, Paid LinkedIn Posts

KEY RESULT

2.35% Click-Through-Rate

BACKGROUND

The D.C. Bar is one of the largest unified bar associations in the U.S., serving over 118,000 attorneys in and beyond the District of Columbia. With such a widespread membership, a growing number of millennials and Gen Z joining the legal profession, a mission of fostering access to justice, and an affinity partner marketing portfolio to maintain and ideally expand, the Marketing team recognized the importance of strengthening digital engagement.

I developed a strategic overview for a paid social media campaign to help grow our social media following by communicating the value of engaging with the Bar digitally. I also contributed to the messaging and visual strategy, ensuring that the creative was aligned with branding for the D.C. Bar’s “Rise to the Profession” campaign. The first iteration of this paid campaign targeted existing members with the help of first-party data; in the strategic overview, I also proposed future campaigning targeted at members of the public.