TL;DR
For my Digital Marketing class at VCU, I lead the team of 13 aspiring aspiring marketers for our semester project- RVATourism.com. The project was designed to test our creativity, team work and ability to meet project KPI's. Yes, we got an A. No, VCU doesn't do A+.
Stack I Used
• Project Tracking: Trello & Microsoft Excel
• Communication: GroupMe
• CMS: WordPress
• Paid Ads: Google Ads, Meta Display Ads
• Social Media: Instagram
• Advertising Budget: $100.00
• Communication: GroupMe
• CMS: WordPress
• Paid Ads: Google Ads, Meta Display Ads
• Social Media: Instagram
• Advertising Budget: $100.00
The Journey
Practical learning is always fun! Leading a team in University well, you know how it goes- this challenge was more of an opportunity given the real world isn't much different from it. I brought to the table my experience as a Marketting Account Manager- coordinating the team, and creating a systematic process to meet the KPI's . We did the following:
• Developed a comprehensive digital tourism platform targeting the 25-34 demographic, utilizing WordPress and Blocksy to build a responsive infrastructure with automated newsletters and intelligent content tagging.
• Produced and optimized 63 curated articles using a hybrid AI and human editing strategy, creating high-value guides on local events and dining that served as the core driver for organic traffic.
• Generated 1,194 total sessions and attracted 975 active users (959 new users) during the campaign period, successfully driving 63% of traffic through direct acquisition and 28% through paid search .
• Executed a high-efficiency Google Search campaign on a lean $72.20 budget, delivering 14,700 impressions and 341 interactions with a strong 2.32% interaction rate .
• Orchestrated a multi-channel Meta advertising strategy that resulted in 11,240 total views, reaching 6,416 unique viewers and driving 2,424 post engagements and 1,384 link clicks .
• Converted site traffic into a growing community with 34 newsletter subscribers and digital downloads, while utilizing analytics to identify top-performing content like the "Holiday Magic" and "Fit Guide" articles.
