TOGETHER WE GROW
THE CONTEXT
Together We Grow is an education project founded in 2023 by two scholarship recipients from the University of Nottingham and the University of Liverpool. The initiative supports high school students in Vietnam on their journey to securing international scholarships through tailored mentoring and events.
As a newly established project, Together We Grow faced challenges with low brand awareness and limited resources. The two founders managed all aspects of operations, from mentoring to outreach. Leads generation relied mainly on word of mouth. There were no prior events. The project hence, needed a dedicated marketing and communications team for handling social media, event coordination, and partnership management.
MY TASKS
As an Event Marketing Executive, I planned and delivered a series of webinars/events that generate qualified leads and conversions.
PROBLEMS
Lead Generation
At first, most leads came from personal referrals rather than structured marketing efforts.
Target Audience Reach
As a newly launched project, Together We Grow had limited awareness and credibility. Marketing activities relied mainly on word of mouth and Facebook, with little presence on social groups and events.
Attendee Management
Due to limited marketing resources, social media content was not posted consistently, affecting follower interaction and reach, no other activities to retain attendees.
KEY ACTIONS & RESULTS
Lead Generation
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Pre - Event
Event Marketing: Planned and managed social media and email campaigns to reach the target audience and collect leads through registration forms.
Community Growth: Created group chats from registered participants and shared event updates, scholarship news, and free scholarship resources to build early engagement.
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During Event
Live Engagement: Prepared interactive Q&A sessions to encourage participation and identify qualified leads through audience interaction.
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Post-Event
Follow-Up & Retention: Sent thank-you Email and feedback form, shared event recap and learning materials, and built attendee chat groups to keep relationships active for future events.
RESULTS
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Delivered 6 online workshops/webinars within 9 months.
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Built and nurtured 3 group chats with qualified leads.
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Generated ~300 qualified leads through the event channel itself.
Target Audience Reach
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Target Audience Research: Researched target audience needs and wants, using both primary (asked students and the mentor team) and secondary sources (online research).
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Event Marketing: Planned and executed social media and Email campaign for each event, including announcements, reminders posts, education/information, and interactive content; Collaborated with the mentor team to boost their personal branding and position the project as a trusted scholarship mentoring community; Reached out to previous students to spread the event news.
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Influencer Partnership: Collaborated with guest speakers and other scholarship winners to reach a wider audience.
RESULTS
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Expanded Facebook likes by 75%, reaching over 700 organic likes after one year, with the highest post reaching 6K engagement.
Attendee Management
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Distributed invitations and reminders using Google Forms and Google Calendar; Tracked attendance daily and continually boosted registration; Engaged closely with attendees through Emails and text messages (with prior consent) to ensure attendance.
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Interactive activities: Organised pre - event challenges to boost engagement and participation.
RESULTS
Almost all webinars/workshops achieved a good attendance rate (>40%), exceeding the 50% show-up goal.