Headline

Fostering significant brand awareness and product engagement by orchestrating a marketing event that brings together industry experts and high-profile celebrities.

About me

My role:

Creative Lead
Brand Manager

Timeframe:

Mar 2024 - Dec 2024

Skills used:

Creative Direction
Brand Management
Agency Management
B2C Digital Marketing
Visual Design

Impact

Increased monthly avg. product engagement by 74%

4,016 in person attendees and 25,389 virtual attendees

Grew monthly avg. page view rates by 92%

Elevated brand recognition of attendees by 628%

Fostered attendee customer loyalty by 182%

2023 was our best year. But we wanted more…

Since its launch in 2018, The Google School had demonstrated steady growth across core metrics: course starts, completions, Net Promoter Scores, and CSAT, etc.

Despite this progress, the competitive landscape of online learning, dominated by platforms like Coursera, Udemy, and LinkedIn Learning, highlighted a clear opportunity to expand brand awareness.

To address this, our Marketing team strategically initiated a late-2024 event, uniting prominent industry figures and celebrities to discuss personal and professional development. This initiative targeted increased brand recognition and product engagement.

My role

As Creative Lead and Brand Manager, I oversaw the creative direction for all marketing and event materials to ensure all materials were a high level of quality and on brand for The Google School.

The strategy…

Our 2018 audience and positioning foundations remained valid, confirmed by user research. However, we identified 'time' as a key barrier to learning engagement for our users.

To address this, I led a user feedback collection effort (n=62) to refine event themes, ultimately selecting 'Gear Up for Growth.' This theme emphasized prioritizing personal development and provided strategies to overcome time constraints.

The concept of “Gear” also provided a strong theme we could capitalize on visually for the marketing and content assets.

An early conceptual exploration of the gear theme.

The development…

In my role as Creative Director for the event's visual identity, I oversaw a creative agency tasked with producing gear-themed visual mockups.

These mockups were instrumental in finalizing the event's look and feel, and they successfully garnered executive leadership approval for the chosen theme and visual direction.

To further refine and communicate the visual strategy, I utilized design tools like Adobe Illustrator, Photoshop, InDesign, and Figma, creating original assets and contributing to mockup and concept development

The launch…

To maximize event reach, we deployed a strategic B2C digital campaign utilizing Google's key marketing platforms.

Marketing assets, designed with The Google School brand's visual identity, were featured on The Keyword blog and newsletter, and a dedicated newsletter targeting existing Google School users.

These materials showcased our lineup of renowned experts, including Brené Brown, Marie Kondo, Simon Sinek, and LeVar Burton. This comprehensive approach yielded 4,016 in-person attendees (mostly Google employees) and 25,389 virtual attendees.

The assessment…

Gear Up for Learning delivered exceptional results, driving a substantial increase in course sign-ups, completions, and Coursera product portfolio page views.

This success prompted the Google Executive Leadership team to establish Gear Up for Learning as an annual Q3 event, leveraging its proven strategy of showcasing expert and celebrity learning experiences to enhance product engagement.

Increased monthly avg. product engagement by 74%

4,016 in person attendees and 25,389 virtual attendees

Grew monthly avg. page view rates by 92%

Elevated brand recognition of attendees by 628%

Fostered attendee customer loyalty by 182%