As I sit to write this, I have 3 tabs open along with this website. One of them is Facebook. You probably already know that, you probably dedicate an immeasurable amount of time and resources trying to find people like me on that exact medium. Whether it is Facebook, Twitter, Instagram, whatever the kids are using these days, it's not too hard to guess a recent college grad has Facebook open. 

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But did guess the other two tabs were email? 

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Regardless of your personal email habits, there are enough people who check email constantly to make this medium a marketing gold mine, if done correctly. That is what I made an attempt to do with the "BYO Digital Legacy Kit" as part of my capstone project. The first step in my simulated email marketing campaign was creating content my target audience (young millennials) would be interested in. Armed with nothing but anecdotal evidence, the idea was born that providing people a way to begin tangibly preserving their digital legacy would get them interested. The next step was positioning the kit as a free resource. For just an email address, the consumer could begin the process of answering the question: "What is going to happen to your Facebook after you die?"

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After the website was fully laid out, the kit was placed in two spots on the project website. The first spot on the front page was meant to provide quick access. This access point would likely be sued by visitors coming by direct link or social media or users who were referred to the website by a search engine. The additional content on the page provides a brief overview of the entire project which could turn a single-page visitor into a lead generation conversion. The second spot was placed at the bottom of the  "Create, Maintain, Preserve" Strategic Communications landing page. This positioning was for users who were engaged with content that was not on the home page. As a visitor consumed text, audio, or video content on any other page, they would be given the opportunity to come to this page. After reading/seeing/hearing content about the past, present and future of their digital legacy, the would be there to help them continue their journey. 

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This is where the process ended for the Digital Legacy Capstone Project. However, the website is still active and generate a modest amount of activity. Since it's placement on the website, the Mail Chimp ID link used to automatically log, segment and send email, registered 34 clicks, 21 downloads of the kit with the email having an 87% click rate.

 

I intend for this project, along with a Hubspot certification in email marketing, to demonstrate my skills in design, email marketing and campaign execution.