LEADERSHIP TO LIVE BY by EPI
PROJECT STORY
While leading EPI through a successful brand identity redux and updating their web presence, I uncovered an opportunity to better position their flagship leadership and team development program.
I pitched the CEO and VP of Leadership and Team Development on some strategic messaging and branding shifts, then prototyped an email marketing campaign to help relaunch the program around a promise to excite new and emerging leaders:
Build one new leadership skill every week in 5 minutes or less.
SCOPE
naming
brand identity design
graphic design
content strategy
copywriting web, email, social
CONTENT STRATEGY AND COPYWRITING
Lead Magnets + List Builders
EMAIL SUBJECT LINES (5 of 52)
1 Powerful Way to Develop Your Team All Day, Every Day
The Good, The Bad, and Your Bias
6 Must Ask Questions That Make or Break Your Leadership Style
3 Questions to Unpack the Assumptions Holding You Back
Let’s Talk About the “C-word”
Social Media Content Strategy, Copywriting, and Graphic Design
I strategized then researched and authored a year-long micro-learning and "Leadership to Live By"promotional campaign. Users could opt-in via the website, or program participants could opt in during and after their training programs.
Emails opened with pin-able, shareable, and memorable headline, followed by a few educational paragraphs to flesh out some context for the headline and drive a relevant call to action. Every call to action was instructionally designed to be quick ("Take 5 minutes") and do-able, yet significant enough for participants to shift in mindsets and behaviors .
“We’re in a stronger position to pitch our content with this new name and branding. Meanwhile, this email campaign is so versatile. It’s the perfect way to tease and teach our content in a meaningful way...without giving too much away. And, we have a mechanism that keeps the work alive for clients once a workshop wraps up. This is good stuff, Alexa. Thank you for all you do.”