“The best marketing doesn’t *feel* like marketing
Entertain me.
Educate me.
Inspire me.
Delight me.
Don’t just “market” to me…
~Katelyn Bourgoin
Portfolio.
Marketing Strategy & Brand Rework
Ayusa is a global international high school exchange program based in San Francisco, CA. When I joined as a Digital Marketing Specialist, their marketing efforts were disjointed across seven U.S. regions. I collaborated with the Marketing Headquarters team to lead a rebranding initiative for their logo and website. Over six months, I assisted in the website rebuild using WebFlow. I also aligned marketing efforts across all seven regions. Additionally, we partnered with a media company to produce monthly articles to strengthen and increase SEO. With all of these efforts, we boosted engagement by 32% on social media and increased website traffic by 26%!
In my role at BFS, I managed a complete website overhaul via WordPress in under six months. I collaborated cross-departmentally to gather new, improved content, which contributed to reducing the bounce rate significantly (from 60-90% to much lower levels) and increased website traffic by 20%.
Events
I have planned and executed several school events including Open Houses, Fundraisers, and most recently, a Community Culture Fair. These events were in alignment with marketing goals and strategies set at the beginning of the year.
Community Culture Fair
Last year, BFS aimed to strengthen community relationships and respond to parent feedback indicating that more celebration of diversity was needed (a core part of their motto to “embrace diversity”). I organized this public event where parents hosted country booths representing their home nations, complete with decor, food, and activities. The event drew over 350 attendees and was so successful that it will now be held annually.
Open House
After BFS campus renovations, I organized an Open House to showcase our updated facilities to prospective families. I created a dedicated landing page, social media content, event communications, and managed registration tracking with Admissions. This event yielded a 21.43% conversion from attendance to applications.
Halloween Fundraiser
I organized St. Paul Hanoi's first Halloween Fundraiser to foster deeper connections with our parent support group and local charities like HopeBox. This event raised over 30,000,000 VND and became a beloved annual tradition.
See the Instagram post of the event here.
Campaign & Ad Management
Ayusa’s digital presence was strengthened under my management by leveraging a $10,000 Google Ad allowance to expand brand awareness. I managed monthly SEO-optimized content in collaboration with a media agency, boosting our reach and engagement. I also managed seven different regional ad campaigns separate from our Google Ads under the grant.
With BFS, I created and managed a campaign showcasing our superstar alumni, strategically designed to engage prospective high school students in areas where enrollment was low. This campaign, currently in its final stages, highlights alumni achievements and includes a yearly tracking plan to nurture ongoing relationships with graduates, ensuring a continuous connection to BFS. See the campaign outline here.
Video Projects
At BFS, I collaborated on a video interview project to interview community members, a vision from the School Director. The goal was to celebrate our community and support Busan's World Expo bid. With a two-person team, we worked on every stage, from the initial concept to the final production.
At Ayusa, I managed remote video projects to capture the experiences of host families and exchange students, showcasing the unique journey of cultural exchange. Using the Clous app, I coordinated both team-based and solo projects, overseeing or collaborating on all aspects from concept to final cut. I also pitched the initial idea for a video series which is now being developed by a separate team and it’s nifty, you can the teaser for it here.
At St. Paul Hanoi, I led storyboarding and partnered closely with a local videographer to produce a comprehensive video that captured school life from individual students and multiple perspectives, effectively telling the school’s story. I also collaborated with World Trippin Media to create virtual graduation videos for Grade 12 Graduation, Grade 8 Moving On Ceremony, Grade 5 Moving On Ceremony and Kindergarten Moving On Ceremony.