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Multichannel Strategy

Inclusive Tomorrow Case Study

Csa

Overview

Inclusive Tomorrow is a charitable organization that funds inclusive projects for people with disabilities through raffle ticket sales. Customers can purchase tickets as one-off purchases or via subscriptions, gaining the chance to win up to €1,500,000 while supporting social causes. Because its business model isn’t something casual users search for online, the campaign relies heavily on paid marketing while maintaining trust and transparency with its audience. The spring campaign aimed to overperform after the end-of-year holiday campaign didn’t fully reach its goals, delivering a multichannel strategy across email, SEO, paid, and organic social media.

Goal
  • Increase brand awareness and trust in Inclusive Tomorrow’s social mission.
  • Drive ticket purchases and subscriptions through multi-channel campaigns.
  • Build a consistent, data-driven strategy while adhering to ethical guidelines for gambling and charitable marketing.
  • Optimize campaign performance using insights from holiday campaign data.
Role

Junior Digital Marketer / Marketing Team Member.

  • Analyzed holiday campaign results and provided insights for the spring campaign.
  • Developed full-funnel customer journey and identified key metrics.
  • Created ethics guidelines for responsible marketing.
  • Assisted with content creation, SEO blog writing, social media planning, and email campaigns.
  • Managed project planning, briefs, and cross-team collaboration.
Tools used
  • Google Sheets
  • Asana
  • Google Slides
  • WordPress
  • Social Media Platforms (Instagram, Facebook)

Solution

Analyzed holiday campaign results to identify strengths, weaknesses, and opportunities for improvement.

Developed a full-funnel customer journey covering awareness, consideration, and conversion stages.

Defined funnel-specific metrics aligned with the North Star Metric to track campaign success.

Created an Ethics Guideline to ensure responsible and trustworthy marketing practices.

Planned and coordinated multi-channel strategy: email marketing, SEO, paid and organic social media.

Assisted in content creation (blog posts, social media content, email campaigns) and managed project planning, briefs, and cross-functional collaboration to execute the spring campaign.

CHANNELS & METHODS

GOAL

Full-funnel approach

  • Awareness: Impressions, Reach, Video Views
  • Consideration: CTR, Website Visits
  • Conversion: Number of Subscriptions CPO
  • Retention: Renewal Rate Subscription Duration
PROMINENT SOFT SKILLS
  • Analytical Thinking
  • Problem-Solving
  • Cross-functional alignment
  • Project management
  • Strategic storytelling to create a unified message and emotional campaign narrative

DELIVERABLE 1

MULTI-STRATEGY AND CUSTOMER JOURNEY

Key strategy elements

Target:
53,000 tickets sold at €9.40 blended CPO

New Channel Introduction: Instagram

Strategic decisions:

  • Removed Google display ads
    (high CPO, low conversions)
  • Increased organic Instagram investment
    (fuels paid Facebook performance)
  • Maintained YouTube activity
    (drives Google Search CTR)

Skills & tactics learned:

  • Full-funnel marketing strategy development
  • Multi-channel integration and dependency mapping
  • Persona-based channel selection
  • Customer journey design across touchpoints

DELIVERABLE 2


SETTING THE NORTH STAR METRIC (NSM)

Description

Identified and validated “monthly active subscriptions” as the north metrics, aligning all funnel-specific KPIs to drive sustainable growth.

Why the metrics:

Captures recurring revenue. Reflects customer retention and lifetime value. Directly tied to business sustainability.

Skills & tactics:

  • Setting the north star metric
  • Funnel-specific KPI mapping
  • Distinguishing vanity metrics from actionable KPIs

DELIVERABLE 3

STORYTELLING & COMMUNICATION CONCEPT

Description: Created an emotional storytelling framework with persona-specific messaging across all channels, with unified by the hashtag.

Strategic approach: Emotional storytelling using real people and authentic impact moments.

Skills & tactics:

  • Emotional storytelling for cause-based marketing
  • Persona-specific messaging frameworks
  • Cross-channel message consistency
  • Ethical marketing in the gambling industry

DELIVERABLE 4

CROSS-DEPARTMENTAL COMMUNICATIONS

Description: Developed comprehensive briefs for creative, content, and product teams to ensure aligned execution of the spring campaign strategy.

Briefs

  • Creative brief: Directed videographer on Instagram content needs for new channel launch targeting.
  • Product brief: Requested tracking re-integration from developer to enable spring campaign performance measurement.
  • Resource coordination: Aligned graphic design allocation between Content and Product teams.

Skills & tactics

  • Stakeholder brief writing (creative, content, product)
  • Translating strategy into tactical requirements.
  • Cross-functional team coordination.
  • Clear communication of complex marketing concepts.

DELIVERABLE 5

CAMPAIGN PROJECT MANAGEMENT

Description: Built a comprehensive project plan in Asana to coordinate timeline, tasks, dependencies, and team responsibilities for seamless spring
campaign execution.

Project structure:

  • Tasks assigned and dependencies mapped to prevent bottlenecks.
  • Due dates set for all deliverables with built-in buffer time.

Skills & tactics

  • Project management tool proficiency (Asana)
  • Task dependency mapping
  • Timeline and milestone planning
  • Cross-team coordination and resource allocation

CHALLENGES

  • Tracking disabled during the campaign: The temporary removal of Google tracking limited performance visibility and delayed data-driven decision-making.
  • Multi-channel coordination: Aligning messaging, timelines, and deliverables across blog content, email, social media, and ads required strong organization and internal communication.
  • Integrating insights from past campaigns: Translating fragmented data into clear, actionable strategies for the spring campaign was a strategic challenge.
  • Maintaining a consistent inclusive tone: Ensuring every content piece reflected the project’s inclusive and ethical values required additional review and refinement.
  • Managing time and priorities: Handling multiple tasks with tight deadlines demanded strong planning and prioritization.

KEY TAKEAWAYS

  • Analytics are essential: A proper tracking system is critical; without it, decisions become slower and less accurate.
  • Collaboration speeds up execution: Constant communication with product, content, and design teams helped correct issues faster and maintain message consistency.
  • Clear briefs reduce rework: Documenting detailed requirements from the start minimizes confusion and improves output quality.
  • Inclusive storytelling requires intention: It’s not just about “nice content,” but about content aligned with real values and responsible messaging.
  • Proactive planning leads to successful campaigns: Creating roadmaps and channel-specific checklists enabled smoother progress and better structure.