Employment Law Update
Disclaimer: All content displayed in this case study was created during my employment at MRA – The Management Association. The intellectual property and ownership of this content remain with MRA – The Management Association and are used here solely for portfolio and demonstration purposes.
Project Overview
This LinkedIn paid advertising campaign promoted MRA’s annual Employment Law Update virtual conference. The campaign leveraged precise audience targeting—including HR professionals, senior leadership, and mid-to-large organizations—to drive awareness and registrations. It featured multiple ad creative variations, strategic messaging emphasizing compliance and business impact, and ongoing performance monitoring to optimize engagement and reach. The project demonstrates a data-driven approach to paid social campaigns, combining creative strategy with measurable results.
The Challenge
The goal was to increase awareness and drive registrations for the annual Employment Law Update virtual conference by reaching HR professionals and business leaders across MRA’s core Midwest regions.
Targeting Strategy
Company Size
Targeting organizations by size helped focus the campaign on companies where HR and leadership roles are likely to manage complex employment policies.
Seniority
Targeting seniority levels including VP, Owner, Partner, and CXO helped the campaign reach organizational decision-makers responsible for compliance strategy, workforce policy, and business risk management.
Job Function
Targeting the Human Resources job function ensured the campaign reached professionals responsible for employment compliance, workplace policies, and regulatory risk management.
Creative Development
Optimization Strategy
Creative and Messaging
Tested multiple ad variations—including headlines, descriptions, and visuals—to identify the messaging that resonated most with the target audience, emphasizing employer impact and compliance relevance.
Audience Refinement
Analyzed engagement across different professional segments and seniority levels to fine-tune LinkedIn targeting, ensuring ads reached the most relevant decision-makers likely to register for the event.
Frequency and Timing
Monitored ad frequency and engagement patterns to balance visibility with audience fatigue, optimizing delivery for maximum impressions without oversaturation.
Results
Impressions (YoY)
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0
%
Click-Through Rate (YoY)
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0
%
Conversion Rate
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%
Aggregated ROAS
0
X