2019
COMMUNITY MANAGEMENT
“The quality of your life ultimately depends on the quality of your relationships.” - Esther Perel
People-centered newsletters + solutions-oriented global connection
Newsletters
community@bowermantc.com
When our club director Elliott asked me to take over the BTC newsletter, I saw this as a profound opportunity to apply my creativity and connect with our fans.
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When our club director (CEO) Elliott asked me to take over the BTC newsletter, I saw this as a profound opportunity to apply my creativity and connect with our fans.
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Although Elliott’s direction to me was, “Growth is growth. Anything is something here…” I had already started plotting. It was my personal mission to make the newsletter a creative space to celebrate the BTC community.
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Organization
Combine audience lists where legally and ethically sound (AMA)
Organize the lists using automations, to see where they came from (Zapier)
Create preferences center (product and newsletters)
Acquisition
Input places on website for newsletter submission forms using Squarespace forms and HTML code (website footer, checkout, pop up, and newsletter page)
Automate newsletter welcome email with 10% product discount code
Construct and posted newsletter teasers on Instagram Stories
Execution
Manage, plan, create, execute quarterly custom-built newsletters in Adobe Illustrator along with product marketing blasts
Coordinate stories from community, including Olympic medalists and international fans in different languages
Analysis
Analyze open and click rates to test usefulness. Share findings with team, apply learnings to own process
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Average open rate is double industry standard (50%)
Grew CRM contacts from 2,500 when started to over 15,000 and counting
Grew email marketing audience from 2500 when started to over 11,000 and counting
Streamlined and automated processes for newsletter sign-ups, acquiring new contacts daily
Integrated Google Analytics with Squarespace Analytics and Mailchimp for holistic audience reports
Made brand and message consistent with other platforms, interesting visual layout, organized email lists
BTC Summer Training Program ‘20 and ‘21
In 2019, BTC held their first annual summer running camp in Bend, OR. In 2020, the pandemic cancelled this. Our team saw the door open for a different opportunity… globally.
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When the pandemic cancelled our summer running camp in person, our club director proposed a virtual training program and needed my help to make it happen.
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Market the program and assist Club Director to lead the BTC Summer Training Program (2020 and 2021).
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Acquisition
Marketed training program through email, coordination with Nike US Sports camps, other social media
Created all website pages for camp on www.bowermantc.com
Organization + Facilitation
Pioneered decision with colleague to use slack platform
Shot, edited, posted training program tutorial videos
Onboarded and troubleshot all campers and coaches to platform
Mentored coaches to lead their training groups with their natural leadership styles
Coordinated and led all calls with Elliott with 200-300 campers + led my own group
Coordinated world-class lectures with guest speakers - such as NYT best sellers of “Run Fast Eat Slow” Shalane Flanagan and Elyse Kopecky, Jay Dicharry, BTC Coach Jerry Schumacher, and Olympic athletes
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“The best marketing doesn't feel like marketing.” — Tom Fishburne, Founder & CEO, Marketoonist
Empowered young athletes with the knowledge and routines they could continue throughout their summer training and gained lifelong fans
250+ youth athletes from 40 states and 8 countries
4-week training program, athletes paired in compatible groups lead by a BTC Pro athlete and college counselor
Fostered an online community so powerful, the youth started their own instagram after we closed the Slack platform! @globalrunningclub
Social Media Management
Through research, I realized that although track and field remains niche, it has a high engagement rate in comparison to other sports. I committed to making our social a place where fans could celebrate, engage, feel a part of, ask questions, and belong.
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Previous to my involvement with BTC, social media management was handled by one of the professional runners who was a stellar writer with an authentic tone and voice. Thanks to the team’s efforts, BTC had amassed a following of over 100k. When he retired, it was my job to carry on the torch.
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It was my job to maintain the BTC instagram through authenticity in the brand voice, using marketing expertise to nurture and strengthen relationships with fans. As a small team, I was entrusted with execution yet needed to balance many opinions of club vision.
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Research
Analyze our audience (interests, behavior, geographic data, demographic data)
OrganizationCreate and maintain a social media calendar in Miro platform
Establish monthly brainstorm meetings to discuss upcoming key events and pull ideas from all admin team members, utilizing Miro, Slack, and google docs
Organize BTC dropbox and monitored media@bowermant.com
Execution
Create instagram stories using dropbox, adobe illustrator, and photoshop
Write instagram copy
Post stories at optimal time according to instagram analytics and my data
Engage with fans and respond to DM’s in coordination with product manager
Continue to repost user generated content
Highlight big moments and provide filler content
Analysis
Report KPI’s monthly to team
Create deep-dive reports after larger campaigns
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20k instagram following growth
Posts in last 6 months received highest performance in last 2 years (reach/follows/impressions/profile visits/likes)
High engagement (ex. over 200 questions received by fans during pro instagram takeovers)
Maintained consistency, frequency, and fan engagement
Created fluid, living social media calendar and process flow