Project & Objectives

Multiple discovery meetings revealed the company’s values, long term goals, and target audience, developing an email marketing campaign to attract new clients while engaging with its existing audience in new and interactive ways.

To achieve Pulse’s goal in becoming the prime destination for hip hop and street dance in Calgary starts with awareness. A newsletter that is consistent and reliable to share, recognize, and celebrate their continual presence in the community keeps Pulse top of mind with its growing audience.

Check the PULSE! February ’24 Issue

Reflection

This email campaign not only channeled my writing skills but also my project management experience, particularly in the development phase.

After an entire discovery meeting devoted to learning Pulse’s overall marketing goals, their segmented audiences, and metrics they prefer to track, I was given a couple of days to study Pulse’s existing email software provider (ESP). I experimented with its interface, formatting and capabilities, and contacted technical support for questions I had about the software.

The next step I took was to design an email newsletter prototype. Instead of using lorem ipsum to fill up the text, I thought it would be time efficient and clever to present my email marketing campaign pitch to Pulse in the newsletter itself.

I created an opening banner, headers, and copy that would introduce Check the PULSE! Pulse’s newsletter title, and provided UX copy in understanding its mobile-first approach, optimization for dark mode, and image optimization.

Screenshots of Check the PULSE! Newsletter Prototype

Finally, I broke down the metrics to be tracked, and in Pulse’s case, would be the open rates, bounce rates, and subscribe rates. The ESP does not provide conversion rates, so we plan on tracking the uptick in website engagement on the days the newsletters are sent.

With Pulse green lighting the email newsletter prototype, I proceeded to create the newsletter content calendar and schedule. I opted to go with Google Sheets as it was a convenient method for multiple users to edit and see updates in real time.

Part of the project also involved writing two blog articles per month. I had creative autonomy with how I exercised Pulse’s expertise and authority in the hip hop and street dance space. For February, I tied in the Black History Month theme by writing the article, “Celebrating Black History Month Through Hip Hop.” In honour of International Women’s History Month, I wrote, “The Women Who Pioneered the Hip Hop Renaissance” in March. I also conduct interviews with key Pulse personnel like, “Lady C Holds It Down for Women in Hip Hop” so the community can get to know the people that make Pulse.

The combination of email news and updates, blog articles showcasing Pulse’s expertise and authority, and interviews with key personnel all work towards building awareness of Pulse and its engagement with the community. With consistency, time, and ongoing dance initiatives on Pulse’s part, they will achieve their goal of becoming the prime destination for hip hop and street dance.