Digital Engagement
D.C. Bar
MY ROLE
Digital Strategist
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 organizational mission to foster 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 collaborated with Marketing team members to ensure that the creative was aligned with the visual identity of 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.
Top Performing Ad
Highlights
- Achieved 2.35% CTR on LinkedIn (above average)
- $0.74 cost per engagement
- Optimized targeting to maximize performance within a $250 advertising budget
Event Marketing
D.C. Bar
MY ROLE
Paid Media Manager
BACKGROUND
Practice 360° is an annual conference that focuses on the business side of runnning a law firm in Washington, D.C. Session topics often include legal technology, business development, client relations, ethics, and more. With both D.C. and the D.C. Bar Association's membership being dominated by Big Law, Practice 360° provides an opportunity for solo practitioners, small and medium-sized law firm staff, and aspirants to gain insights and resources tailored to their unique needs.
The Marketing team executed an integrated marketing campaign for this event that involved social media, print, and email. I led paid LinkedIn advertising for this campaign. I identified key audience segments, tested and optimized creative assets, managed daily budget allocation, and monitored performance to maximize conversions.
Top Performing Ad
Highlights
- Achieved 0.8% CTR (above average)
- Reduced cost per visit by 15% below platform benchmark ($0.92 CPV)
- Delivered 100,000+ impressions and 800+ site visits within a $750 advertising budget
