Project Overview

Sovereign launched a webinar series focused on key natural resource topics, with the goal of educating clients, strengthening industry relationships, and positioning the company as a thought leader. The marketing team needed an end-to-end campaign that would increase attendance, improve engagement, and create a seamless experience from registration to follow-up.

I led the full content development and promotional strategy for the webinar series, managing social media, email marketing, landing page creation, and post-event surveys to refine the program and increase participation.

Objectives

1. Drive strong registration and attendance for each webinar

2. Build brand authority in natural resources and environmental expertise

3. Improve attendee satisfaction and gather actionable data for future events

4. Create a repeatable promotional process for upcoming webinars

Strategy

To maximize attendance and showcase the company’s expertise, I developed a cohesive multi-channel marketing plan including:

• Compelling content across social media, email, and web to build excitement and trust

• A dedicated landing page with streamlined registration and speaker details

• Value-driven messaging that highlighted key takeaways and real-world relevance

• Post-event surveys to collect feedback and identify areas of improvement

• Iterative enhancements to the campaign based on data from each webinar

The goal was to elevate the professionalism of the series and ensure each event built momentum for the next.

Execution

Content Creation

• Wrote all social media copy and designed graphics promoting webinar topics, speakers, and registration

• Developed email campaigns including invitations, reminders, and thank-you follow-ups

• Created an easy-to-navigate webinar landing page with clear CTAs and summaries

• Introduced each speaker during the live webinar to add a polished, consistent brand tone

Promotion Across Channels

• Built a promotional calendar spanning 2–3 weeks before each event

• Scheduled content for LinkedIn, Instagram, and Facebook to reach different audience segments

• Tailored messaging for decision-makers, environmental professionals, and existing clients

Post-Event Reporting & Optimization

• Created and sent post-webinar surveys to collect data on content quality, clarity, and platform experience

• Analyzed survey results and identified specific improvements

• Applied feedback to the next webinar’s promotional strategy and content structure

Results

The campaign delivered measurable growth and better audience engagement:

• Increased webinar attendance for each subsequent event due to survey-driven improvements

• Boosted registration through improved landing page clarity and CTA placement

• Strengthened brand credibility by showcasing expert speakers and high-quality educational content

• Improved email open rates and click-through rates over the course of the series

• Created a repeatable promotion framework used for future events

• Enhanced user experience through refined messaging and clearer event logistics

My Role

I owned the project from start to finish, including:

• Content strategy

• Social media creation

• Full email campaign development

• Landing page copy + structure

• Speaker introductions

• Survey creation, analysis, and implementation

• Performance reporting

Key Skills Demonstrated

✔ Multi-channel campaign strategy
✔ Content writing + design
✔ Email marketing
✔ Landing page creation
✔ Audience insights + analytics
✔ Event promotion
✔ Brand positioning
✔ Continuous improvement