I was assigned a simple task to market a training program of the Commonwealth of MA that is offered to its business associates: SMBs including minority and women owner businesses and large corporates. One of the problems was that since the training was being offered for free, the attendance and participation was low.
I created a brand property called CommonConnect to market Commonwealth's events including training programs. The idea was to position this training program as a networking opportunity for businesses and generated effective leads. I crafted value proposition and targeted messaging for each of the audiences. I also created a marketing campaign that received a lot of praise from the customer.