Employment Law Update
- Created: 2024 – 2025
- Collaborators: MRA Marketing, MRA Conferences & Events
- 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.
A Vital Resource for Employers
Objective
The primary objective of the campaign was to position the conference as the go-to resource for HR professionals and organizational leaders seeking critical insights into evolving federal and state laws. The campaign aimed to drive awareness, increase attendance, and reinforce the conference’s reputation as an essential event for professionals in the HR industry.
Tactics
Comprehensive Rebranding: Established a new visual identity that communicated trust, authority, and professionalism. This rebrand was implemented consistently across all marketing materials, including digital ads, email campaigns, social media content, and conference collateral.
Omni-Channel Campaign: Deployed a multi-platform strategy spanning social media, email marketing, website updates, and paid advertising to ensure cohesive messaging and maximum visibility across channels.
Content Optimization: Tailored content to highlight key conference benefits, expert speaker profiles, and timely legislative updates, resonating with the target audience’s needs and pain points.
Performance Tracking and Analysis: Implemented monthly analytics reporting to measure campaign performance. Metrics such as registration rates, website traffic, and engagement levels were monitored to identify areas for improvement and optimize content for better reach and impact.
Engaging Visuals and Messaging: Developed eye-catching graphics and clear, compelling copy to drive engagement and encourage action across all platforms.
Execution
Branding
The rebranding was essential to align the visual identity of the conference with its core values of trust, professionalism, and authority, ensuring that every interaction—whether digital or in-person—instills confidence in participants.
Content Creation
The design was intentionally crafted to reflect trust, authority, and professionalism by balancing refined colors, confident typography, and imagery that spoke to leadership and expertise. This visual consistency across print, social media, email, and digital platforms was key to building recognition, evoking confidence, and leaving a lasting impression.
Performance Marketing
Monthly performance analysis revealed through UTM tracking the campaign’s strongest channels for driving audience conversions to the website. This insight allowed for more targeted content strategies, ensuring resources were prioritized toward the most effective platforms to maximize campaign impact and achieve strategic goals.
The Campaign
