• 470% increase in earned media mentions • 250% increase in Twitter followers • 30 blog posts created within a month • 500 unique responses collected from surveys and structured for further content generation

1. Case Study 3: Content Marketing
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2. Case Study 3: Content Marketing
Luys Foundation
Luys Foundation currently sees an increase in
social media mentions and gradually positions
itself as industry thought leader through blog
initiative that helps to consistently develop
new leads and generate wider recognition.
470% increase in earned media mentions•
250% increase in Twitter followers
•
30 blog posts created within a month•
•
500 unique responses collected from
surveys and structured for further content generation
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3. Case Study 3: Content Marketing (Continued)
The Details
Objectives
Luys Foundation is a non profit organization providing
scholarships to Armenian students studying in the top ten
universities around the world. The long term objective of Luys is
to raise an endowment fund of $300 million and become an
independent foundation. The challenge of Luys foundation,
however, was its low recognition among leading countries. Their
goal in 2015 was to start raising awareness of their mission and
engaging more donors attentions both in the United States and all
over the world.
Methodology
I broke Luys Foundation project into three detailed steps and set
up calls at every milestone to keep Luys team fully involved
throughout the project.
The first phase in the process was to analyze all prior marketing
campaigns of Luys Foundation. As a result of analysis, I
determined that the content shared by Luys wasn't relevant to its
audience's preferences. Hence, I created buyer personas,
based on the audience analysis, to have a better understanding
of buyer's journey.
The next step was to conduct A/B testing and follow the
audience's reaction to the new content. After thorough testing, I
identified that Luys' audience engagement was increasing when
the content was around specific educational topics.
Results
470% increase in earned media mentions•
250% increase of Twitter followers•
30 blog posts created within a month•
•
500 unique responses collected from
surveys and structured for further content generation
The final phase was to generate original content for Luys
Foundation and build their digital marketing strategy around it,
in order to engage wider attention towards the organization by
sharing valuable content. I therefore suggested to collect
information about various experiences of over 300 Luys scholars
through specifically designed surveys, and share the refined
collective knowledge via educational blogs.
Below is the process of further project implementation:
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