brief.
ASUG is a large membership organization serving professionals working in highly technical jobs—ranging from healthcare to utilities to large-scale manufacturing. The organization needed a new, more engaging content strategy that could translate complex subject matter into clear, valuable insights while expanding visibility among new, hard-to-reach audiences.
strategy + execution.
I led the development and execution of a marketing campaign designed to strengthen ASUG’s brand authority and deepen engagement with specialized professional communities. My approach included:
- Transforming complex industry topics into accessible, insight-driven narratives
- Building a targeted content series using existing webinars, whitepapers, and case studies to create a cohesive, multi-touch brand story
- Collaborating with research and product teams to ensure accuracy and strategic alignment
- Developing a distribution strategy for social media, tailoring messaging to resonate with senior decision-makers
By grounding my campaign in audience insight and cohesive brand messaging, I was able to position ASUG as a trusted, credible voice across multiple complex industries.
results.
The campaign delivered a 5.1% engagement rate — over 5× the industry benchmark — generating 64,000+ impressions and 2,100+ clicks to high-value educational assets, expanding ASUG’s visibility and strengthening its role as a go-to resource for technical professionals.