IMA's Fall Promotion
IMA runs an annual fall promotion to attract new prospects, but recent years had seen a decline in performance. For the 2024 campaign, I audited past promotions to identify which visual strategies were most effective, then refreshed the creative approach accordingly. The updated visuals contributed to a 180% increase in new registrants compared to the previous year.
Year
2024
Company
Institute of Management Accountants
Large Numbers
Large, bold numbers were a simple but effective solution for this campaign—especially when the visuals needed to carry heavy copy. I made “50% off” the focal point of the design, knowing that as a consumer, a strong discount like that immediately grabs attention.
Promotion in the Wild
To maximize reach for the promotion, I developed creative assets for a multi-channel campaign including AdRoll retargeted ads, social media, email blasts, and social cover banners. The campaign was structured in four waves, building momentum over time. As the final waves approached, I incorporated urgency-driven messaging to encourage last-minute conversions and increase engagement.
