Julie Pippert

Collaborative leader with expert team leadership, planning and organizational skills built during successful career. Smoothly equip employees to independently handle daily functions and meet customer needs. Diligent trainer and mentor with exceptional management abilities.

Results-driven with a proven track record of developing and executing successful strategies to drive brand awareness, generate leads, and increase engagement. Expertise in content strategy, social media marketing, community building, and leadership.

Skilled in translating business goals into actionable plans and measuring performance to deliver measurable results. Committed to fostering positive relationships with stakeholders, partners, and clients.

Case Study 1: Manager, Digital Lead Generation at KelseyCare Health Benefits Plan

• Challenge: Increase brand awareness and generate leads for the KelseyCare Health Plans business line.
• Approach:

- Developed and executed a comprehensive digital communication strategy, including email marketing, "drip" campaigns, account-based marketing (ABM) techniques, and social media strategies.

- Collaborated with the Web Development team to optimize the KelseyCare website structure and enhance the user experience.

- Managed external agencies to develop analytics and measure ROI for lead generation strategies.

- Led a successful new website project and the development of high-converting landing pages.

- Monitored and analyzed metrics to measure the effectiveness of digital communication efforts and presented actionable insights to the executive team.

• Results:

- Achieved a 51.1% growth in marketing qualified leads and a 48% improvement in conversion rate in fiscal year 2022.

- Increased brand awareness to exceed main competition; among decision-makers, 40% are extremely familiar with the product, and 61% of C-Suite executives would consider the product for their organization. Among brokers, 74% are extremely familiar. Gained endorsement videos from top brokers.

- Built positive brand perception to 60% compared to 40% in key competitor. Net promoter score +50.

- Improved sales qualified leads to improve ROI with higher value conversions; average conversion rate 16%.

Case Study 2: Email Marketing Campaigns in 2023 for KelseyCare

• Challenge: Drive engagement and action to generate leads through email marketing campaigns targeting different business sizes and personas.
• Approach:

- Created special campaigns to achieve KPIs aligned with sales cycles and priorities.

- Designed compelling copy and layout to engage the target audience.

- Managed budgets and optimized tactics based on campaign performance.

- Collaborated with third-party vendors.

- Monitored performance and used data to drive tactics.

• Results:

- Successfully managed paid email campaigns to drive desired outcomes and meet KPIs.

- Achieved significant growth in open and view rate from 2022 to 2023 resulting in average view rate of 17%.

- Decreased average spend by 55% while maintaining an 18% view rate and 2.6% click rate.

Case Study 3: Social Media Management and Brand Awareness Support (Contract) at Space Center Houston

Challenge: Increase brand awareness, drive audience growth, and engage the community for Space Center Houston during the COVID pandemic.

Approach:

- Created and published engaging digital content on various platforms to increase brand awareness.

- Assisted in content scheduling and conducted research for blog posts to enhance online visibility and engagement.

- Monitored and analyzed traffic and engagement metrics, providing regular reports on content performance and community growth.

Results:

- Successfully leveraged social media to drive traffic, increase engagement, and improve brand visibility for Space Center Houston.

- Drove ticket sales for limited access events and engaged online and virtual participation in special events.

- Through influencer marketing, drove foot traffic back to the museum after limited reopening.

- Achieved significant platform growth on Facebook, Instagram, Twitter, and LinkedIn, increasing brand awareness and audience engagement.

- Platform Growth May 1-Dec 31, 2020

• Facebook Growth
• Fan growth 3.1% to 274K
• Engagement growth 317.3% to 614K
• Impressions growth 334% to 33M
• Brand awareness growth 776.9% to 23K
• Instagram Growth
• Follower 28K (+ 24.5%)
• Engagement 143K (+ 1209.9%)
• Impressions 5.4M (+ 808.8%)
• Brand awareness 429 (+ 3475%)
• Twitter Growth
• Followers 16K (+ 6.1%)
• Engagement 9.9K (+ 591.2%)
• Brand awareness 1.4K (+ 655.5%)
• LinkedIn Growth
• Followers 2.9K (+ 26.8%)
• Engagement 3.7K (+ 2378%)
• Impressions 67K (+ 1569.8%)

Additional Case Studies

Case Study: Influencer Marketing Program for SeaWorld Antonio

Challenge:

SeaWorld Antonio aimed to increase brand awareness, drive park attendance, and establish itself as a premier family entertainment destination. To achieve these goals, we developed an influencer marketing program to leverage the power of social media influencers and create a network of brand advocates. The program's success relied on strategic influencer selection, effective event planning, and comprehensive tracking and analysis.

Approach:

1. Influencer Identification and Recruitment:

We began by identifying, recruiting, and selecting local influencers aligned with SeaWorld Antonio's target audience and brand values. A thorough evaluation process ensured that only high-performing influencers were chosen to participate. As the program evolved, the influencer network expanded statewide, attracting top influencers from various locations.

2. Outreach List Building and Contract Management:

We built a comprehensive outreach list and managed to facilitate communication and collaboration with influencers. We created and managed contracts to outline expectations, deliverables, and compensation. Clear guidelines ensured a mutually beneficial relationship between SeaWorld Antonio and the influencers.

3. Project Management and Event Coordination:

Oversight of projects and events was a crucial aspect of the influencer marketing program. The team planned, coordinated, and managed events, including visits to the park with nearly 60 participants. Special attention was given to providing exceptional experiences, such as travel and overnight stays, to enhance influencer engagement and promote the brand.

4. Collaboration with Allied Vendors and Partners:

We collaborated with allied vendors, such as hotels, to maximize the impact of influencer marketing. This ensured seamless coordination and enhanced the overall experience for influencers and their audiences. Additionally, partnerships with other SeaWorld parks, such as Orlando, led to inquiries from these parks seeking guidance on building similar successful programs.

5. Results Tracking and Analysis:

We conducted comprehensive tracking and analysis of the influencer marketing program's results. Key performance indicators, such as park attendance, social media metrics, and revenue generated, were monitored and evaluated to assess the program's effectiveness. This data-driven approach allowed for ongoing optimization and decision-making based on real-time insights.

Results:

The influencer marketing program for SeaWorld Antonio achieved remarkable success, delivering impactful results and establishing the park as a popular destination for families. Key outcomes and achievements include:

1. Increased Brand Awareness and Park Attendance:

The program's strategic approach to influencer selection and engagement led to increased brand visibility and park attendance. The involvement of influencers from different regions contributed to widespread awareness of SeaWorld Antonio as a premier family entertainment destination.

2. Expansion of Program and Annual Influencer Conference:

Based on the program's success, SeaWorld Antonio expanded the influencer marketing program to include an annual influencer conference. This conference served as a platform for networking, collaboration, and further amplification of the park's brand messaging.

3. Successful Influencer Events and Partnerships:

The program facilitated multiple influencer events, including the Grand Opening of the SeaWorld water park, Aquatica. These events generated significant social media buzz and positive brand sentiment, attracting a broader audience and driving engagement. Collaboration with allied vendors and partnerships with other SeaWorld parks further enhanced the program's reach and impact.

4. Influencer Conference Results:

AdventureCon 2013, one of the influencer conferences hosted by SeaWorld Antonio and that ew managed, achieved outstanding results:

- Twitter: Generated 1,584 tweets from 754 users, reaching over 1,056,825 users and generating 8,414,216 impressions.

- Instagram: Shared 292 photos related to the event, increasing visual engagement and expanding brand exposure.

- Facebook: Published 43 posts and successfully launched a dedicated Facebook group to increase post share rates and foster community engagement.

- Vine: Created 11 mini-videos that captured key moments of the conference, providing dynamic and engaging content.

- Blogs: Garnered 31 blog posts with a reach of 50,000 to 300,000 readers and achieved an impressive 96% blog engagement, 56% higher than the average.

- Revenue: The conference generated $4,160 in revenue after expenses, demonstrating a positive return on investment (ROI).

- Projected ROI for Publicity: The estimated ROI for publicity from AdventureCon 2013 was projected to be $12,000, showcasing the program's effectiveness in generating positive brand exposure.

Conclusion:

The influencer marketing program implemented for SeaWorld Antonio successfully increased brand awareness, park attendance, and revenue. The program established SeaWorld Antonio as a sought-after family entertainment destination through strategic influencer selection, well-coordinated events, and comprehensive tracking and analysis. The influencer program's success led to the program's expansion and the hosting of annual influencer conferences, further amplifying the park's reach and impact in the digital space.

Case Study: Design and Development of a New Website for KelseyCare Health Plans

Challenge:

KelseyCare Health Plans recognized the need for a new website to enhance user experience, improve brand perception, and drive conversions. As the Digital Marketing Manager, I led the project to create a website that aligned with user needs, leveraged analytics for data-driven decision-making, and effectively communicated the value of KelseyCare Health Plans.

Approach:

User Research and Needs Analysis:

I conducted extensive research to understand the target audience and their needs. This involved gathering insights through surveys, interviews, and user data analysis. We clearly understood the target users' expectations and motivations by identifying user pain points and preferences.

Analytics-Driven Decision-Making:

I analyzed the existing website's performance using web analytics tools such as Google Analytics. I identified the top-performing and most important pages by examining metrics like page views, bounce rates, and conversion rates. This data-driven approach guided the decision-making process for the new website's structure and content hierarchy.

User Interface (UI) and User Experience (UX) Design:

Collaborating with a design team, I translated user research findings into actionable insights. I created user personas and buying cycle documents, which informed the development of key content and pages. Wireframes and prototypes were iteratively designed to ensure optimal usability and a seamless user experience.

Content Creation and Collaboration:

I collaborated with copywriters and content creators to develop compelling and informative copy that resonated with the target audience. By aligning the content with the identified user personas and their buying cycle, the website delivered personalized experiences at each stage of the customer journey.

Project Management and Team Coordination:

As the project manager, I oversaw the entire website development process, ensuring adherence to the timeline and managing the project team. I facilitated effective communication between stakeholders, designers, developers, and content creators, ensuring all aspects of the website aligned with the overall marketing strategy and business objectives.

Approval Process and Quality Assurance:

I established a streamlined approval process involving key stakeholders to ensure the website met their expectations and requirements. I coordinated feedback sessions and incorporated necessary revisions while focusing on the project timeline. Additionally, I conducted rigorous quality assurance testing to ensure the website's functionality, responsiveness, and compatibility across devices and browsers.

Result Objectives:

Our team’s collaborative efforts, led by me as the Digital Marketing Manager, will result in a successful launch of the new website for KelseyCare Health Plans.

Key objectives include:

• Enhanced User Experience:

Through in-depth user research and UX design principles, the new website will provide an improved user experience that meets the needs and expectations of the target audience. The intuitive navigation, clear content hierarchy, and personalized messaging will increase user engagement and satisfaction.

• Data-Driven Optimization:

Optimized website structure, content, and user flow using analytics to identify top-performing and most important pages. This will lead to higher conversion rates, improved user engagement, and increased customer satisfaction.

• Effective Collaboration and Stakeholder Management:

We ensure smooth coordination between cross-functional teams through strong project management skills and effective collaboration. The streamlined approval process and proactive communication contribute to successful project completion within the designated timeline.

• Personalized Content Strategy:

I created a targeted content strategy by developing user personas and buying cycle documents. This approach allowed for delivering relevant and engaging content to users at each stage of their decision-making process, which will drive increased conversions and customer loyalty.

Conclusion:

Under Julie Pippert's leadership, the design and development of the new website for KelseyCare Health Plans will successfully address user needs, and leveraged analytics for decision-makers.

Client Experience Examples

Digital Marketing Consultant, Biotechnology Innovation Organization (January 2011 - December 2020)

• Developed and executed online strategies and tactics for the organization.
• Built and managed multiple online assets, including 21.6K LinkedIn followers and 60K group members, 15.5K Facebook fans, and 89.5K Twitter followers.
• Planned and managed social media for major conventions.
• Provided weekly and monthly analytics, consistently ranking in the top 2% for performance according to Klear.
• Achieved an average 7% engagement rate and 4% click-through-rate organically.
• Maintained an average 4% community growth rate and significantly increased website visitors and visit time.
• Drove participation in webinar signups, event attendance, nominations, and speaker proposals.
• Created monthly reports of social media performance and shared highlights on performance and trends.
• Maintained ongoing engagement with influencers and subject matter experts.
• Researched, planned, managed, and tracked paid content.
• Designed paid posts and ads, as well as created and managed target groups.
• Explored new functionality on social media platforms.
• Monitored all media and online content for mentions and promotions.
• Built media lists and fostered relationships with media on social media.
• Collaborated on visual messaging, high-share videos, graphics, and infographics to maintain brand messaging and drive engagement.
• Supported multiple conferences throughout the year, including international events.

Choose You Blog Editor, American Cancer Society (August 2010 - September 2011)

• Founding blogger, lead writer, and blog editor for the Choose You blog.
• Managed other writers and advised the American Cancer Society (ACS) on outreach tactics and potential.
• Coordinated messaging with ACS' overall public outreach efforts.
• Developed Women of Choose You profiles and an outreach campaign.
• Promoted the blog, campaign, and program through social media.
• Grew the community to nearly 16K followers.

Program Manager for Blue Star Museums, Blue Star Families (June 2010 - August 2010)

• Launched a public awareness campaign for Blue Star Museums in partnership with the National Endowment for the Arts.
• Managed city-by-city events to grow the network of participating institutions from 0 to 1000 in 3 months.
• Served as a liaison between arts/philanthropic organizations, state and federal arts agencies, and military families.
• Cultivated a high-profile honorary committee across all branches of the military, as well as celebrities.
• Maintained and grew an earned media list and created collateral and video promos.

Analytics: Google, Whatagraph, native platform, and others

Marketing: Salesforce, Marketing Cloud, EventSpark, ZoomInfo/Intent, Sales Navigator

Social Media: Sprinklr, Agorapulse, Canva, and others

Microsoft Office, including advanced knowledge of Excel, Word, and PowerPoint

Project management tools and communication tools such as Wrike, Monday, Slack, and others

Design and presentation tools