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The Moery Company

Director of Marketing and Communications

Developed and implemented marketing strategies to grow brand awareness and inbound leads. Organically grew website audience over 50% YoY and social media following by 30% YoY by positioning The Moery Company as the go-to resource for association trends, thought leadership, best practice, and association services.

 

Goals & Objectives | Duties | Accomplishments | About

 

Goals & Objective

  • Increased brand awareness of The Moery Company and JP Moery’s thought leadership in the association space – reached new audiences and acquired new leads

  • Positioned The Moery Company as the go-to resource for association trends, thought leadership, best practices, and association services

  • Optimized existing content based on The Moery Company’s customer journey and developed new content to fill in the gaps

  • Assisted the Moery team in building their personal brands and social capital

  • Explored new avenues for promoting the company; amplified the values and services provided

  • Built following on social media platforms, grew newsletter signups and open rates, engaged with community, and drove sales leads through CTAs

 

Duties

Onboarding & Strategy

  • Analyzed existing data and data trends of newsletter subscribers, social media followers, website traffic, landing pages, conversion rates, podcast listener numbers, and more

  • Refined and created customer/follower personas and establish the customer journey

  • Created, implemented, and managed short-, mid-, and long-term communication and marketing strategy

  • Audited pre-existing digital assets and created additional ones as needed based on the gaps found during the creation of the customer journey

  • Created a monthly content marketing calendar based on upcoming campaigns, events, industry trends, frequently asked questions, and more

  • Reviewed functionality and analyzed data of existing social media accounts

    • Facebook (Business Manager), LinkedIn, Twitter, Instagram, Google (Ads, YouTube), Hootsuite, Wordpress, Pardot, Mailchimp, InLoop, etc.

    • Optimized social media accounts and create new ones as needed

    • Tested new platform features and tools

  • Created Pardot campaign processes to manage inbound leads

    • Created templates for forms, emails, landing pages, and more

  • Managed branded assets (logos, photography, mission statements, etc.)

  • Met and engaged with team members and participated during team meetings

    • Worked with the team on creating and promoting their thought leadership

  • Created customer personas and customer journey

  • Created marketing plans for 2019 and 2020; pivoted and changed course at the onset of the pandemic

  • Created branded templates for use on social media, blog, videos, podcast, and more

Daily management of digital marketing efforts and marketing strategy implementation

  • Managed social media accounts and digital assets

  • Created, edited, and packaged written, audio, and visual content

  • Promoted and amplified company’s values, messaging, and services

  • Optimized new and existing content with call-to-actions, captions, transcripts, and found opportunities to repurpose and create evergreen content

  • Cultivated thought leadership content – based on the content calendar – from team members

  • Created and curated content for the newsletter, blog, podcast, webinars, videos, social media channels, and more

  • Created and managed e-mail marketing campaigns, automation, templates, and content

  • Analyzed performance and adjusted as needed to achieve optimal performance of content

  • Fully integrated Salesforce/Pardot into digital marketing efforts

  • Social Media Activities

    • Daily Management

      • Scaled distribution of content to social media platforms utilizing best practices for each platform

      • Posted original, existing, curated, and repurposed content

      • Promoted client content and successes

      • Created post check lists

    • Campaigns

      • Created and manage campaigns across all digital platforms

      • Created campaigns to generate leads and drive sales

    • Content Creation/Curation

      • Created original brand driven content (written, auditory, and visual)

      • Created framework for sharing content across digital platforms

      • Curated useful, educational, valuable and entertaining content

    • Social Media Monitoring

      • Identified trends and content opportunities

      • Set up feeds for brand and industry related mentions

      • Created social listening feeds for clients, advisory board, team members, and potential clients

    • Social Media Engagement

      • Engaged with followers, current and potential customers (leads), and thought leaders

    • Social Selling

      • Engaged with potential clients on social media platforms

  • Lead Generation

    • Collected lead contact information (email, phone number, physical address, etc.)

    • Utilized e-mail marketing and social selling techniques to nurture current and potential clients

  • Paid Advertising

    • Used paid advertising platforms to promote TMC services

    • Created custom target audiences

    • Tailored ad messaging for various customer personas

    • Analyzed performance and adjusted as needed

  • E-mail Marketing/Newsletter

    • Managed creation of the weekly newsletter in InLoop

    • Create and curate content relevant to the association audience

      • Managed the switch from InLoop to Pardot for bi-weekly newsletters

      • Created engagement campaigns and tags for further list segmentation

    • Created double opt-in campaign through Pardot

    • Analyzed open rates, link clicks, and other variables to improve engagement and performance

    • Archived and downgraded MailChimp account

  • Website/Blog

    • Managed website content and made updates as needed

    • Worked with designer to ensure that the website design is up-to-date and functions properly (UX)

    • Optimized existing and new blog posts for SEO/SEM

      • Used tags, transcripts, optimized titles and headers, and more

    • Created new landing pages, service pages, board and team member profiles, topic specific pages, and more

    • Created new resources (webinars, templates, offers, etc.)

    • Brainstormed and developed content topics; pulled long tail key word searches for additional insights

    • Cultivated thought leadership content – based on the content calendar – from team members

    • Edited and posted 3-8 new blog posts a week (including videos and podcasts)

    • Utilized call-to-actions on blog posts to qualify and generate leads

  • Podcast

    • Promoted podcast via social media channels, newsletter, and other avenues

    • Created additional promotional content (audiograms) using clips and quotes from recorded episodes to increase listenership

    • Researched additional tactics for promoting and improving podcast distribution

  • Video

    • Utilized pre-recorded and live videos to promote thought leadership

    • Captioned videos and include contextualized transcripts to include on blog posts, Facebook posts, and on YouTube

    • Repurposed video clips and shared videos natively on various social media platforms

    • Created playlists on YouTube, Facebook, and Instagram to keep audience engaged and to promote further topic exploration on our channels

  • Webinars

    • Promoted webinars via all digital channels

    • Repurposed content using the webinar presentation (visual, audio) on blog and social media platforms

  • Produced reports to track progress of digital marketing efforts; analyzed performance and adjusted/optimized marketing strategy as needed

  • Created, streamlined, and managed visual assets (graphics, templates)

    • Created graphical representation for various content series (Ask JP, Association Field Reports, Association Hustle Podcast/Audiograms, etc.)

 

Accomplishments

  • Website Audience Overview YoY*

    • Grew users by 53.19% and new users by 52.49%

    • Increased sessions by 32.06% and page views by 22.36%

  • Social Media Overview YoY*

    • Overall growth of 30%

      • LinkedIn 88.9%, Twitter 20.8%, Instagram 20.4%, YouTube 12%, Facebook 2.4%

    • Increased social referral traffic to website by 27.6%

  • Increased newsletter open rates up to 20% with an average of 18% biweekly

  • Tripled podcast downloads

*organic growth

 

About:

The Moery Company (acquired by Core Affinity in 2021) has become one of the most-respected and successful consulting firms in the non-profit industry. Well-established within the Washington, DC association market, we help solve revenue growth problems for our partner associations through membership, sponsorship, sales and consultation.

We employ a holistic approach toward identifying the underlying factors contributing to an organization’s revenue stall or design new approaches to help take revenue to the next level. We provide an in-depth evaluation, industry perspective, and growth strategies backed by solid data for practical, tactical solutions.

Headquartered in Alexandria, VA, The Moery Company has an innovative business model that attracts the best professionals in the DC area, who effectively re-energize our client’s growth campaigns from roll-out to completion, and beyond.