“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 non-profit global international high school exchange organization 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 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 reduced 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.

See the Instagram post of the event here.

See the article about the event here.

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.

See the planning document, including communications here.

See the landing page here.

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.

Data Reporting

In all previous roles, I have consistently delivered comprehensive data analyses and performance reports across various digital platforms. At Ayusa, I prepared and presented bi-weekly analytics reports to my supervisor, detailing key performance indicators (KPIs) for our ad campaigns, including lead generation metrics, cost-per-lead analysis, ad spend efficiency, and geographic performance segmentation. At both St. Paul Hanoi and BFS, I produced quarterly website analytics reports that looked at site traffic, user engagement rates, bounce rates, top-performing pages, and traffic channel distributions.

Also, at BFS, I developed a comparative report for stakeholders and our WASC accreditation review. This report simplified and highlighted a yearly comparison of website performance metrics to provide evidence-based insights to substantiate the budget investment in the new site.

For social media, I have created a comparative analysis of competitors’ social media strategies, engagement rates, follower growth, and content trends. This helped align our social media strategy for the year.

I also aggregate and analyze feedback from the community regarding satisfaction with the school based on categories from ISC Research (facilities, communication, quality of education, etc.) This helps identify trends and actionable insights to refine the overall marketing strategy for the school.

Communication & Writing Samples

In alignment with the communication and marketing strategies I have developed and executed in previous roles, I have consistently created meaningful and professional content tailored to various audiences. In these communication strategies, including emails, articles, policies, and promotional materials, I am committed to delivering clear, concise, and engaging messaging that supports organizational goals. Below are examples of my work that demonstrate my ability to craft effective communication across platforms.

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.