2019 Western Forum for Migrant and Community Health
Data-Informed Campaign Strategy • Integrated Communications • Creative Direction • Team Leadership
I managed a six-month integrated marketing campaign to promote a three-day conference in Portland, Oregon, that brought together approximately 300 professionals working in migrant and community health. The audience included community health workers (CHWs), migrant health workers, promotores de salud, public health professionals, advocacy organizations, and primary care associations.
The campaign had three objectives: (1) drive conference attendance; (2) educate and inform attendees during the event; and (3) build interest among industry professionals for future conferences..
I used previous conference statistics, email open and click-through rates, and registration data to evaluate campaign performance and adjust communications throughout the six-month campaign. Registrations were monitored monthly, weekly, and daily as the event approached, allowing the team to respond to changing audience engagement and registration trends.
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I led a three-person marketing team consisting of myself, a marketing communications coordinator, and an intern. During the conference, I expanded the team with an additional intern focused on photography.
I developed the visual identity for the conference theme, Junt@s Podemos / Together We Can, researching visual references from folk art, healthcare imagery, papel picado, and the traditional colors and patterns of Tehuana clothing. I translated those influences into an original visual system of color and black-and-white digital illustrations, which was then applied across print and digital communications, conference signage, and event merchandise.
I also designed and produced the 40-page conference program in-house rather than outsourcing the project, helping bring the campaign in under budget.
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The campaign used a coordinated mix of website content, email, social media, direct mail, print, media outreach, and phone banking. I developed and deployed 36 email blasts, managed Facebook and LinkedIn content, and created phone-banking scripts tailored to eight target audiences.
Additional campaign materials included a direct-mail postcard, brochure, flyers, conference advertising, sponsor/exhibitor prospectus, speaker social media kit, onsite signage, and presentation and document templates.
During the conference, I managed live Twitter coverage of plenaries and other conference activity, more than doubling the number of live posts compared with the previous year. I also oversaw event photography and created real-time content.
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Marketing communications were reviewed internally by the Community Health Improvement Specialist and Event Planner, including translation into Spanish, and externally by the Conference Planning Committee. This collaborative review process helped ensure that communications were accurate, accessible, and appropriate for a diverse, multilingual audience.
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6 months of campaign planning and execution
~300 conference attendees
36 email blasts
40-page conference program
8 target audiences for phone banking
2× the previous year’s live Twitter coverage
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Integrated Communications
Campaign Strategy
Creative Direction
Content Development
Graphic Design
Email Marketing
Social Media
Data Analysis
Event Communications
Audience Engagement
Team Leadership
Stakeholder Collaboration
Vendor Negotiation
Budget Management
