Texas Medical Association

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    • Ran the first ever digital campaign for the Texas Medical Association to build awareness for their organization around the 2017 Texas Legislative Session
    • Working with a traditional PR team, we crafted cohesive messaging and creative to span social, programmatic, print, radio, and newsletter placements. As the point person for paid digital, I played a leading role in defining the multiple audiences our client sought to reach and influence online, including the very specific audience of Texas State Legislators and local legislative influencers.
    • Our digital campaign outperformed all benchmarks we had set for success, driving 1.6x more traffic to the site than predicted and receiving 2.6x more views than projected on our campaign video. By testing creative, as well as optimizing our campaigns to reach audiences effectively and efficiently, we were able to prime key audiences for the Texas Medical Association with positive messages to open the door for future action-oriented campaigns.