Overview 🔎

My client: Robin DiAngelo, Ph.D. is a social justice activist and New York Times best-selling author of White Fragility and other books. She works tirelessly in anti-racist education with a focus on critical analysis of whiteness.

Project: Create and implement digital marketing and lead generation campaign to promote and recruit participants for Dr. DiAngelo’s new course (available in-person or live video).

Goal: First, create a digital marketing strategy for effective and on-going course promotion and recruitment of course participants. Second, create systems that Dr. DiAngelo and her assistant can easily, independently, and successfully operate after my role in the project is complete.

Strategy design ⛰

Lay the foundation

Post to announce new course & invite participants (via email list and LinkedIn posts)

Engage audience with landing page and lead magnet / pdf course brochure

Registration

My Process 🧩

Recommended LinkedIn for course promotion for several reasons:

Updated and created more robust LinkedIn profile

Wrote in-depth lead magnet / pdf course brochure

Wrote landing page and consulted on UX and design strategies for user engagement

Wrote email templates for a quick, three email drip campaign.

Results 💪

The first implementation of the campaign generated enough conversions (course registrations) to fill the course, but also to begin a wait-list for the next course session.

Over a year later, Dr. DiAngelo continues to use the same marketing campaign to great success.

“Mike is knowledgeable, competent, responsive, and collaborative. I recommend him with 100% enthusiasm!”

— Dr. Robin DiAngelo, Ph.D. (see full testimonial on my LinkedIn page)