Audrey Marketing

From End-of-Life to a New Beginning: UVA Law’s Drupal Migration Journey

Audrey designed and implemented the migration of the University of Virginia School of Law’s website to Drupal 9, enhancing user experience, streamlining content management, and revitalizing the institution’s online presence. Industry Higher Education Need to Know Client The University of Virginia School of Law is America’s second oldest continuously operating law school, offering a world-renowned academic curriculum to future leaders, including lawyers and law professionals.   Brief With UVA Law’s Drupal 7 site approaching its end-of-life date, the Univerisity team engaged Audrey to conduct a technical discovery exercise to review the website and create a strategy to migrate it to Drupal 9. The team requested a design refresh to not only highlight what sets this prestigious institution apart, but also create better experiences for internal and external users with a unified technology ecosystem. Driving applications and supporting the application process was a secondary priority, as the school regularly receives over 20 times more applications than there are seats available. Challenge The UVA Law website, law.virginia.edu, is a key tool for showcasing the prestigious programming and work of students, faculty and alumni. To continue meeting the changing needs of users, the Drupal site was changed and iterated over time, growing to over 24,000 pages and becoming labour-intensive to maintain as a result. With this in mind, the majority of the redevelopment project goals had a technical focus, centered around creating a more streamlined, simplified experience for editors, website administrators, staff, and students in Drupal 9.    Strategy The Audrey team started with an audit of the university’s Drupal 7 site and the architecture that it was built upon, reviewing its configuration to make high-level recommendations for the Drupal 9 implementation. The following updates were recommended for the new iteration of the website: Once the audit was complete, Audrey started the process of assisting the UVA team in planning their site migration. With around 24,000 pages of content on the original site, Audrey recommended a full content review to reduce the number of pages that needed to be migrated to the new site. Audrey suggested the team follow a two-step process for migration planning. The first step was to map the source and destination of all content being transferred down to the field and paragraph level to ensure that unique and edge cases were considered before the migration pipeline was created.  The second step was to build the migration pipeline using the Drupal Migrate module. One of the major technical pain points of the previous version of the site was its speed. A contributor to this was that listing pages (courses, directory, faculty quick guide) used a tabbed display that presented all results (sometimes hundreds of entries) on page load. In place of this method, Audrey introduced a single view that initially loads a small number of results using pagination. The team implemented user-facing search facets and filters to give users a range of search tools and dimensions, allowing them to narrow down their results and find the information they’re searching for, without the lag. The UVA Law teams were acutely aware of the disjointed nature of the site-building techniques used on their Drupal 7 site, resulting from iterative development over an extended period of time. With 35 content types and many panel, context, and view displays, managing and publishing content was a complicated process, and reducing the content types in use was necessary to simplify content creation. Both goals were achieved using a combination of 20 optimized content types and a robust library of Paragraphs (also referred to as components) that support a range of predetermined presentation and theming configurations. This approach was key to empowering content editors to create new, visually interesting, on-brand pages using flexible page layouts and presentations. It also freed up developers’ capacity to focus on more custom development requirements. The original site used a combination of dedicated content types, taxonomy terms and paths to control editor access to protected information. To streamline the management of protected content and provide more flexibility to editors, Audrey used a subsites approach to implement content separation. The subsites are managed as taxonomy terms which can be applied to chosen content types, with each subsite having its own dedicated menu structure. The functionality was designed to be used by editors and authenticated users for access control using URL alias patterns and filtering. Audrey created four subsites for this project: Subsites were also used to replace the separate dedicated microsites that were traditionally built using third-party platforms due to timeline and capacity constraints. Improving data connectivity created significant efficiencies for UVA Law’s content editors. It reduced the need for manual and duplicate content entry, increased filterability and dynamic display, and helped ensure accuracy and timeliness by establishing a strong data and information architecture, in addition to a single source of truth. To streamline the site’s visual framework and differentiate the UVA School of Law while still keeping it in line with the overarching University of Virginia brand, the team created a style tile that formalized these similarities and differences. The tile established the colours, typography, and other inline style elements, forming the basis for all future design work. The original site used 47 different menu instances to power its navigation, which Audrey recommended reducing from both a technical perspective and for a more consistent approach to menu access and presentation across the site. There were several opportunities to better align the site menus to provide a better experience for prospective students, intuitive support for students, staff, faculty, and general users. By making changes to its information architecture, the team improved content accessibility, and increased its findability and content discoverability through navigational and content grouping updates. These changes were complemented by the elimination of presentation barriers that precluded users from accessing the content they required (e.g. non-intuitive hamburger menu). Results Together with the UVA team, Audrey delivered: Audrey’s collaboration with the University of Virginia Law School not only resulted in a site migration to Drupal 9, but a reimagined user experience for internal and

How Quick Train Canada Exceeded Enrollment Goals by 70%

Audrey co-launched the net new Quick Train program for Canadian Colleges for a Resilient Recovery, building trust and brand equity from the ground up while exceeding the initiative’s enrollment goals. 17,000 Program enrollments 70% More enrollments than targeted 78M Ad impressions Need to Know Client Formed in 2020, Canadian Colleges for a Resilient Recovery (C2R2) is a coalition of fourteen Canadian colleges, cégeps, institutes, and polytechnics led by the Mohawk College of Applied Arts and Technology. The partnership aims to support the Canadian workforce in the wake of the economic downturn caused by pandemic job losses across sectors, which continue to be compounded by the impacts of the ongoing climate crisis.  Brief To support economic growth while addressing the outcomes of climate change, C2R2 created Quick Train Canada. The platform is designed to give Canadians in highly impacted sectors — environment, clean tech, agriculture, construction, transportation, and natural resources — access to 80 microcredential courses that provide them with additional training and upskilling opportunities. Audrey partnered with C2R2 to help launch Quick Train, driving program enrollment through a promotional advertising campaign strategy to drive outreach and recruitment. Their main objective was to have 10,000 learners enroll in Quick Train courses by the campaign’s conclusion.  Challenge As Quick Train was a new program, brand awareness started at zero.   But beyond the challenge of launching a new brand, there was another puzzle to solve: correctly defining its audience and where to reach them to effectively narrow a too-broad national target group. This required a testing phase to uncover who would most benefit from the program and which channels to use to connect with them. Developing highly resonate creative and copy positioning was also critical to reach the 10,000 learner goal in such a short timeframe. Strategy Because the microcredential training model is unique, defining the right audiences to drive enrollment was key to unlocking the campaign’s overall messaging and targeting strategy. The Audrey team implemented a phased approach to identify the target audiences, optimize creative based on audience findings, and increase enrollment for lower-performing courses.  Phase 1: Levers Pulled – Performance Creative, Strategy Formulation, Creative Testing In Phase 1, the team needed to test messaging to generate insights that would inform subsequent phases of the campaign. Audrey created multiple campaigns targeting different audiences, A/B testing copy and creative variations to determine the most viable path forward. One of their primary goals was to generate as many insightful takeaways as possible for the subsequent phases of the campaign. For this phase, content was created for Meta, Snapchat, and Google paid search.  The team aimed to drive qualified traffic with a campaign structure designed to focus on supporting the three following areas: Through this phase, it became apparent that messaging targeting employers (rather than individuals) was the strongest-performing. The team theorized that this was because employers were most likely to be responsible for influencing numerous registrations, over individuals who would only register for themselves.   Phase 2: Levers Pulled – Platform Testing (LinkedIn, Snapchat, Reddit & YouTube), Brand Lift Study, Lead Generation The strategy for the second phase was to build on the momentum from Phase 1 by putting the audience and messaging learnings into action. Audrey optimized the creative to mimic the highest performing iterations and expand into additional channels, including Reddit, Snapchat, YouTube, and email. In addition to using geotargeting to bring the Quick Train message to learners, in this phase, interest-based targeted was added to target people in relevant industries. LinkedIn was also added to the platform list to further target employers as per the findings of the first phase. A brand lift study was conducted to determine the impact of the campaign on users who had seen the ads vs. those who had not in terms of brand recall and total lift.  The goals achieved in Phase 2 were: Phase 3: Levers Pulled – Hyper-Targeted Campaigns for Employers & Learners By the end of Phase 2, the campaign achieved the target enrollment goal of 10,000 registrants. Going into Phase 3, the budget was reduced and the focus shifted to boosting enrollment for courses with low student numbers. As a result, the channel mix was simplified to focus on bottom funnel tactics following the learnings from the Brand Lift study conducted in Phase 2. In this phase, the campaign was adjusted to accomplish the revised objectives by: Results The Quick Train campaign exceeded C2R2’s initial 10,000 person goal for enrollment by 70%, with a total enrollment of 17,000 learners over the course of the program. Throughout the campaign, the team consistently achieved high conversion rates and maintained strong KPIs. Across all channels, there were over 635,000 visits to the course landing page, and 41,000 users showed interest in registering after visiting the Quick Train hub. Additionally, the campaign resulted in: Audrey’s collaboration with C2R2, along with the dedication and energy from C2R2’s partners, led to swift, unified actions in achieving the coalition’s goal of supporting a stronger national economy. This was accomplished by creating targeted campaigns and messaging that were continuously tailored to better engage professionals in targeted sectors. Geotargeting and interest targeting were utilized to hone in further on key sectors, and employer-specific messaging was integrated into the campaign to drive higher registrations. If you’d like expert help launching your higher ed program to hyper-specific audiences, reach out to our team below. 

Driving App Installs and Customer Engagement on Rexall’s BeWell App

Audrey leveraged Google’s Universal App Campaign (UAC) tool and App Engagement Campaigns (ACE) to drive installs and foster sustained maturity for Rexall’s BeWell app by targeting a more engaged user base. Industry Retail Technology Partners Google Solutions Conversion Analytics and Performance Optimization Customer Engagement and Acquisition Strategy Customer Loyalty, Retention and Rewards Need to Know  Client Rexall is the second-largest retail pharmacy company in Canada, with 400 pharmacies across the country and 8,000 employees. Brief BeWell is the application Rexall uses to engage directly with its customers. The app hosts Rexall’s loyalty program, giving users the ability to track and redeem their points. It also delivers personalized offers and wellness tips based on user activity.  Additionally, the app can be connected to pharmacy services so that users can remotely manage their prescriptions. The team’s objective for this project was twofold: to drive application installs, and pharmacy profile creations within the app. Rexall aimed to also target high-value users who were more likely to engage with the app’s features, driving additional in-app actions. Challenge When it came to application installs, Rexall faced one significant obstacle: not all users who downloaded the app were candidates for long-term use. In other words, some people were less likely to open a BeWell account, and therefore, were more likely to delete the app after a short time.   Strategy Rather than focusing solely on install volume, our team leveraged Google Universal App Campaigns (UAC) to target those users with a higher likelihood of both creating a user profile and actively using the application to view offers, manage prescriptions, and seek wellness advice. To pinpoint these users, we employed the Google UAC algorithm, leveraging Rexall’s first-party event data sourced from Firebase, an in-app analytics platform. Harnessing the power of machine learning within UAC, we trained the algorithm to recognize individuals with a higher likelihood of engaging in the desired action of profile creation. This strategic approach made it so that the tool could prioritize targeting these high-quality users at a slightly increased cost per install.  To monitor and optimize every event within the app user journey, our team generated and incorporated relevant conversion values for each stage, from installation through to mid-funnel actions and profile creation. Upper funnel campaigns with awareness messaging were crafted to promote app installs, whereas middle and lower funnel campaigns were tailored to drive action for users with a higher likelihood of opening the app, creating an account, and engaging in in-app actions like viewing promotions or loading offers.  Collaborating with Google’s App Team, we established a process for importing pertinent events into Firebase. Rexall contributed valuable data on app profile creations, providing our team with a comprehensive perspective on user engagement. This information gave us the perspective to accurately evaluate the effectiveness of Rexall’s overall marketing mix and played a pivotal role when Audrey collaborated with Rexall’s in-house team to craft the messaging, in-app experience and creative elements for user re-engagement. Understanding that creative is one of the most important levers in a UAC campaign, the team established a testing framework to determine what creative formats and messaging (ie. incentives, promotion value, app benefits, and awareness) resonated best with members at each stage of their BeWell journey.  Results The partnership between Audrey and Rexall yielded substantial advancements year-over-year: Audrey’s partnership with Rexall drove conversions and loyalty by optimizing its engagement strategy based on user data. If you’d like to unlock the full potential of your digital marketing initiatives, don’t hesitate to contact our in-house team. We specialize in building digital solutions for eCommerce businesses and look forward to working with you to achieve your goals.

Styling BFCM Success With Strategic Segmentation for Beauty by Imagination

Audrey implemented a comprehensive email strategy for Beauty by Imagination’s (BBI) brands – Wet Brush, Bio Ionic, and Ouidad – during Black Friday Cyber Monday (BFCM) 2023 to maximize engagement and conversions while maintaining strong email deliverability. 41% of total revenue in November attributable to email marketing across all three brands. 36% average decrease in unsubscribe rate compared to BFCM 2022. 87% increase in Ouidad’s email revenue compared to BFCM 2022. Need to Know  Client  Beauty by Imagination (BBI) is a leading global haircare company offering a range of hair care products, accessories, and styling tools for everyday consumers and salon professionals with a portfolio of popular brands like Wet Brush, Ouidad, and Bio Ionic. Brief After a successful 2022, BBI aimed to surpass their previous Black Friday and Cyber Monday performance. Audrey made this goal a reality by tactically increasing sending volumes, refining email content, optimizing email designs for conversions, and targeting specific customer segments. With this strategy, all three brands maintained healthy engagement and deliverability metrics while surpassing revenue goals. Strategy Ramping Up  Throughout Q3, Audrey started gradually expanding segmentation by using engaged segments while layering in tactical behavioural segments to ramp up sending volume. To protect your sender reputation and ensure emails land in inboxes, this steady approach to segmentation is vital for BFCM success.  Segmentation Audrey devised a refined segmentation strategy for all three brands. This strategy entailed three full-list sends for each brand, followed by targeted resends based on behavioural criteria such as frequency and recency of purchases, average order value (AOV), engagement, and on-site activity to focus on the highest overall shopper intent. Furthermore, the team leveraged tactical customer segments to offset lower engagement from full-list sends, personalize communications, and gain deeper insights into BBI’s diverse audiences.  These segments included: These segments demonstrated high engagement rates across all three brands, surpassing industry averages for both open and click rates. This approach enabled Audrey to engage with a broader audience while strategically segmenting them, resulting in a year-over-year (YoY) increase in revenue while maintaining healthy engagement and deliverability metrics  Content & Design Audrey adopted a cohesive email theme while employing distinct designs for each campaign during the BFCM 2023 period. This approach involved varying copy, products, and hero images across campaigns such as pre-Black Friday sales, Cyber Week sales, early access VIP messages, and the main Black Friday and Cyber Monday events. The team strategically integrated creative elements such as countdown timers, promotional banners,  and messaging emphasizing exclusivity and limited-time offers to instill a sense of urgency and prompt customers to convert. Results Wet Brush: Ouidad:  Bio Ionic: