Fashion Works hired Tenin Terrell to develop a Facebook advertising campaign to promote their 2018 summer camp season. Terrell identified the target audience as mothers of school-aged children. Terrell created ads with brief, engaging messaging and images to appeal to this audience. The campaign had a 3.93% click-through rate, 835% return on ad spend, and reached over 5,000 people on Facebook. The results significantly outperformed industry benchmarks and acquired new customers for Fashion Works.

1. CASE
STUDY
TENIN TERRELL
OVERVIEW
Fashion Works, a children's enrichment
company that teaches design and sewing to
ages 5 to 10, wanted to run a Facebook
Advertising campaign to promote their 2018
camp season.
They hired me to develop and deploy the full
marketing strategy. The successful outcomes
of this ad campaign are outlined within.
Tenin Terrell
Marketing Communications Manager
www.linkedin.com/in/teninterrell

2. S m a l l p a g e f o l l o w i n g
M i s d i r e c t e d p o s t i n g
U n k n o w n t a r g e t m a r k e t
U n c l e a r M e s s a g i n g
L o w e n g a g e m e n t
CASE
STUDY
TENIN TERRELL
THE CHALLENGE
S c r e e n s h o t o f n o n -
m a n a g e d F B p a g e
p e r f o r m a n c e f r o m M a y -
J u n e 2 0 1 7

3. I d e n t i f y t a r g e t a u d i e n c e
C l a r i f y c a m p a i g n m e s s a g e
P o s t c o n s i s t e n t l y
T r a c k e n g a g e m e n t
CASE
STUDY
TENIN TERRELL
THE SOLUTION
S c r e e n s h o t o f m a n a g e d
F B a d p e r f o r m a n c e f r o m
M a y - J u n e 2 0 1 8

4. CASE
STUDY
TENIN TERRELL
TARGET
AUDIENCE
I consulted with the client to find out who
their best customers were. Based on that
information I created a buyer persona and
performed research to identify target
markets within the client's service area.
Key demographics included adult and
child ages, family status and annual
household income.
STEP 1
I wrote the copy for each ad by drawing
from the client's existing brand voice and
tone. Because our buyer persona included
moms of school-aged children, we knew
that brief, value-added language would
capture them quickly. The creative design
included vibrant images of school-aged
children working on engaging projects.
CLEAR MESSAGE
AND DESIGN
STEP 2

5. CASE
STUDY
TENIN TERRELL
CAMPAIGNS

6. CASE
STUDY
TENIN TERRELL
THE RESULTS
3.93% CTR, well above-average for
Facebook ads in the education industry
835% ROI on ad spend $152 (daily budget
of $5.00) with new customers acquired
15.79% Conversion rate based on 38 ad
clicks and 6 completed offers
5,221 total people reached on Facebook

7. CASE
STUDY
TENIN TERRELL
LET'S CONNECT
How can I help your organization achieve
its marketing and communications goals?
I am a business-savvy, cross-functional Marketing
Communications professional with proven abilities to
plan, direct and improve strategic marketing and
corporate communications campaigns for businesses
across diverse industries. I combine creative vision,
results-orientation and an entrepreneurial, can-do
spirit to lead teams in go-to-market strategies,
branding-rebranding initiatives and product or
program launches. Contact Me today!