Scope Of Work
The Green Program offers sustainability-related study abroad programs in Iceland, Peru, Nepal, Belize, Japan and more. Since 2009, TGP has travelled with more than 3,600 interdisciplinary student leaders and young professionals from 470+ universities and 70 countries around the world. Their programs provide hands-on, global experiences at a fraction of the time and cost of traditional study abroad models. Before COVID-19 struck, they were just about to launch five new programs but unfortunately had to shut their business down for two years before being able to expand. Coming out of 2021, I began working with the company to revitalize their content marketing plan, and re-engage travellers with the world opening up.
Over the last few years, the strategy effectively leveraged Social Media Marketing, Content Creation, and Email Marketing to continue engaging today's generation in sustainable and experiential learning opportunities.
I have broken down the key content pillars and strategy in the following slides, with examples of past work.
My Services Offered
Social Media Marketing
For a company like The Green Program, which focuses on environmentally-conscious initiatives, SMM is involved in creating, curating, and managing content that highlights their sustainability efforts and educational programs. The process included planning and scheduling posts, analyzing social media trends to tailor content, and engaging with followers to build a community.
Owned & UGC Content Creation
Through a combination of travel experiences hosted by The Green Program, UGC content creation on behalf of myself and others to fill their content pipeline, and a strategic partner in Graphic Design, TGP was able to post nearly once a day through the development of a curated content pipeline for their followers.
Lead Generation
Email marketing played a critical role in driving new users through TGP’s sales funnel. Once the users were presented with the welcome flows and monthly newsletters, they were actively communicated with. With the support of a solid organic social presence, followers were then re-marketed with the goal of building a strong community both on and off of social media.
The first content creation assignment was in Iceland.
I flew to the country to capture the program’s most popular itinerary for the purpose of launching its renewed organic social media presence. This program focuses on integrating into the country's renewable energy sector, taking University lectures as well, and experiencing not only educational site visits to power plants and facilities but also the island's beautiful nature.
UGC style Organic social media video was shot on location in order to seamlessly integrate with the more approachable and low-fidelity content style of The Green Program.
The second content creation assignment was in Belize.
Belize was a new program launch for The Green Program. I was invited to be a part of its first launch to generate marketing materials for future social media initiatives. This program’s focus was on ecological restoration by supporting entrepreneurial industries like seaweed farming, the mapping of the Belizean barrier reef, and local clean-up initiatives. Video content was also made on location here.
Email Marketing In Partnership With Clavis
With the help of my strategic agency partner, Clavis, we collectively developed a robust email marketing strategy that synced seamlessly with the social media posting schedule.
Social Media Post Examples
Working with TGP I developed thoughtful and curated captions that directly spoke to TGP’s audiences. The goal was to create engaging content that not only motivated students to participate in TGP’s programs, but to also go beyond their studies to become sustainability focused professionals upon graduation.
