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TechChange – Facebook
Gender Data Impact and Innovation Series
Through her work with TechChange, Marion had the opportunity to develop content and assets for the Facebook course “Gender Data 101”. This course was designed for gender advisors, data specialists, and other development professionals as they learned to fully understand, use, and share gender data with the ultimate goal of impact. Based upon the success of the course, Marion has worked with other members of the TechChange team and their client, Facebook, to extend the Gender Data 101 course into a live-event conference series. The online series aims to advertise the course itself and to showcase the effect that it has had on participants. Marion was responsible for developing the series website and creating campaign materials (like the image shown below). She will use these materials to market the series across TechChange and social media platforms.
Her most recent work includes developing a marketing rollout plan, drafting email marketing content, and creating run-of-show agendas for various events in the series. A sample of the agendas and email marketing content can be found below.
Chelsea Music Festival
Online Campaign
The Chelsea Music Festival offered the most challenging marketing campaign that Marion had experienced. The Festival had strong roots within a local New York community, but its transition to online events in 2020 expanded the potential audience exponentially. To reach new audience members across the country and globe, social media became a vital tool. Marion was responsible for recording social media statistics for internal and external use, and provided weekly stats analyses so that the Festival would know when and how to best reach its consumers. Expertise in Google Analytics, Facebook Pixel, and Excel allowed Marion to chart the growth of each social media account over time. With these statistics, the Chelsea Music Festival could better appeal to donors and apply for non-profit grant funding. Marion also assisted in other marketing tasks, including social media content creation, researching potential sponsors, and writing to sponsors.
Performing Arts Promotion
Promoting Outside of the Box
Inspired by her work at the Chelsea Music Festival, Marion created a new campaign for Davidson’s dance troupe, BLU. While COVID-19 prevented in-person practice or performance, social media provided a performance space at no cost. Marion created video compilations of her team members performing dance routines and marketed these videos to the broader Davidson community, doubling the troupe’s instagram following and renown. She is currently working to spread the campaign across platforms, from social media to Youtube and a dedicated website. To view the website in progress, click here. Her work with other performing arts groups on campus has included organizing partnerships with peer groups to perform together, reaching out to various social organizations on campus to seek out performance opportunities, and promoting her organizations on social media and through volunteer hours.
Hypothetical Campaign – SAS Airlines
Academic Campaign
In her junior year, Marion lived in Copenhagen, Denmark. Because Davidson College did not offer marketing courses, Marion decided to take advantage of her new university’s offerings. Here, she learned about the fundamentals of marketing — brand building, how to create creative briefs, identifying target groups, and campaign strategy. In her final project, Marion was asked to develop an international advertising campaign for a new market. Before the hypothetical campaign proposal (for SAS Airlines) could be developed, Marion first had to research the brand’s mission and values, the benefits of the new market (New Zealand), and the competitors who already occupied the given market. She then had to develop a longline, storyboard, target group, mood board, and strategic objective for the campaign. Overall, this project allowed Marion to develop a skillset in every level of creative marketing. The PDF presentation of this project can be viewed below.
All illustrated images were conceptualized by Marion Comi-Morog for TechChange clients. Illustrated by Yohan Perera.
Marion Comi-Morog 