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Digital Marketing Strategy for Higher Ed Event Growth - PeopleGrove Innovators Summit 2025
Project Type
Capstone Project | Digital Strategy | Paid Media + Organic SEO + Analytics
My Role
Developed a full-funnel digital strategy from awareness to registration
Created and optimized Google Search and LinkedIn ad campaigns
Built an SEO content plan with blog titles, keywords, and schema markup
Defined KPIs and analytics framework using GA4 and GSC
Designed A/B testing, budget splits, and performance monitoring cadence
Goals
Increase event registration by 15-20%
Achieve CTR >2.5% on Google Ads and >1.2% on LinkedIn
Keep cost-per-acquisition (CPA) below $30
Raise awareness of PeopleGrove among at least 20,000 higher ed professionals
Strategy
Google Ads: Created ad copy targeting relevant keywords, optimized landing pages, and tested CTA variations
LinkedIn Ads: Built targeting for university administrators and decision-makers with sponsored content, static ads, and carousel creatives
SEO: Proposed 3 long-form blog posts and an optimized FAQ page to boost organic visibility for key summit-related terms
Analytics: Defined tracking goals in GA4
Creative Messaging: Highlighted transformation, innovation, and connection - themes aligned with PeopleGrove's mission
As part of my master's capstone, I developed and presented a comprehensive strategy to drive registrations for PeopleGrove's Innovators CommnityLive Summit 2025. The campaign targeted higher education professionals through coordinated Google Ads, LinkedIn advertising, and SEO efforts, with a focus on measurable performance and brand alignment.
