Work

Easter campaign

The largest campaign of the year, rebuilt around a hand-picked internal team and sharper creative, at about a tenth of the paid spend, in a record year for attendance.

Role
Led strategy, team, and spend
Organization
Victory Life
Annual paid spend, before
$30,000 to $45,000 a year
Easter paid spend, after
Under $3,000
−90%
paid spend for the campaign
Record
attendance and engagement, highest to date
1 → 3
locations covered while spend fell
Annual paid spend, before$30,000 to $45,000
Easter paid spend, afterunder $3,000
Attendancerecord
Locations covered1 → 3
RemovedAgency spend
RemovedAdded headcount
InsteadA hand-picked internal teamScouted from inside the organization.
InsteadSharper targeting and creativeReach earned instead of bought.
Spend fell by about 90% while the campaign set an attendance record and covered two more locations than the year before.

The problem

Paid advertising was running $30,000 to $45,000 a year. Easter is the largest campaign of the year.

What I did

I rebuilt the approach around a team I scouted internally and a sharper targeting and creative strategy. Paid spend for the push came in under $3,000. No agency, no added headcount.

Result

It was not just cheaper. It was a record-setting Easter, with attendance and engagement up rather than held flat, and it happened while coverage expanded from one location to three.

The lesson: much of an ad budget buys reach that better creative, better targeting, and organic distribution can earn for a fraction of the cost. A small team of the right people outperforms a big spend.

What it used