Project 02
Girls Who Code:
Summer Programs
Girls Who Code is an international nonprofit leading the movement to close the gender gap in technology. Girls Who Code annually offers two summer programs for high school girls and non-binary students: the Summer Immersion Program and the Self-Paced Program. Participants learn the computer science skills they need to make an impact while they build professional networks and tap into college and career support to help them succeed.
Goal
Get eligible students excited and educated about Girls Who Code’s summer programs to bring in 8,500+ application submissions between mid-January and late March.
Strategy
Define and segment target audiences to deliver tailored messaging, increase brand and program awareness, and drive traffic to the application.
Marry omnichannel marketing with captivating storytelling to reach and engage diverse stakeholders.
Build excitement, community, and knowledge through virtual events connecting stakeholders with program staff and alumni.
Leverage targeted incentives to encourage application submissions.
Deliverables
Messaging document providing core messaging, key program talking points, and template copy.
Content calendar.
Email marketing campaigns.
Template webinar decks and scripts for virtual recruiting events.
Visual assets and marketing copy.
On-going data collection and analyses to validate content strategy or inform strategic pivots.
Results
The 2023 summer programs launch campaign primarily leveraged email and webinar touchpoints with support from compelling incentives and social media. Within the first three days, the campaign saw a 130% YOY increase in application submissions, 2.3x the number of applications submitted in the same period in 2022. Across the email marketing campaigns alone, I achieved:
Average open rate: 53.36% (+8.26% from 2022 campaign performance)
Average CTR: 12.70% (+2.35% from 2022 campaign performance)
Average CTOR: 22.16% (within one percentage point of 2022 campaign performance)
Project Work Samples
Program Messaging Guide
Illustrative Table of Contents
Summer Programs Content Calendar
Sample
Email Campaign Content
Samples
Summer Programs Flyer
Informational
Summer Programs Flyer
State-specific Impact
Webinar Deck & Presentation Content
Sample