As the Vice President of Social Media & Communications at the Ivey Fashion & Retail Club, I led the organization's content and digital marketing strategy for Ivey's most popular club on Instagram. Our marketing campaigns grew our community by 180% to the club's highest membership in 9 years.
Reinventing Retail 2020
We ended the year with a bang by hosting the hottest event to ever grace the walls of a traditional business school. The Ivey Fashion & Retail Club was proud to host sensational brands like Aston Martin, Tommy Hilfiger, Calvin Klein, and SSENSE to attend our flagship conference, Reinventing Retail.
Under my lead, our Facebook advertising and organic Instagram content strategy generated 300% more ticket sales from the year prior and set a record for the largest conference at the Ivey Business School with over 200 attendees.
Instrumental to our success was our utilization of content planning calendars, the establishment of clear brand guidelines, and providing significant time in advance for sponsors to provide media assets.
We further leaned into our understanding of our audience's networking anxiety to create an industry magazine to catch readers up-to-speed with everything in the world of retail. Under my lead, my three executives learned to use DSLR cameras and Adobe Suite to create a magazine for the conference. Released online two weeks before the event, the publication enjoyed readership from 92% of our conference attendees.
Ivey Business School x Microsoft
With a mission of highlighting the rapid digital transformation of the retail industry, our team established the first-ever Ivey x Microsoft partnership in which 20 lucky students received an intimate exclusive tour of Microsoft Headquarters, learned about the exciting innovations in the consumer tech retail sector, and networked with senior executives.
Though we did meet our maximum target of 20 attendees, we experienced below-expected applications for the event due to scheduling misalignments with our target audience. A key learning lesson from this experience was to develop a thorough understanding of the audience's psychographics to ensure users would proceed through our marketing funnel and convert as we intended.
All photos by Matthew Lou