Project: Marketing for Meetups
At a glance:
- Website
- Firstmark
- Skills
- UX, Marketing, Code, Project Management
- Problem
- Not capturing email signups with increased traffic for purpose-specific meetup group archives
- Impact
- Increased meetup signups by 20%
Increased subscriber list by 10%
I led a project with FirstMark Capital’s Head of Community to grow sign-ups to segmented marketing newsletters for 4 meetups run by FirstMark Capital’s website. Without relying only on the meetup platform, FirstMark needed to grow their email marketing lists to increase meetup attendance and access to talent. Design Driven, Code Driven, Data Driven, and Hardwired were the pillars of FirstMark’s community engagement, each with their hyper-focused audience.
Research
I started the project by defining opportunities and exploring them through sketches. By iterating quickly from sketches, and mockups, to implementation, we decided to focus on 2 impactful opportunities.
Plan
1. Community Landing Pages
In combination with a powerful hero image and a purpose-driven headline, adding a one-field email sign-up was an opportunity to raise visibility for those already interested in the content of the meetup.
2. Interstitial Content Cards
The website was built using a modular layout that included quotes and inspiration on cards throughout the blog and portfolio—we extended this design to include a call to action and a one-field email sign-up. Each meetup’s card could be shown in a related context most likely to deliver a warm welcome intro to the community.
Execution
By adding these 2 components and tracking each form presentation, all segmented community lists grew by 20%. This also included a 10% overall increase in FirstMark’s company newsletter. I learned that simple solutions can have a large impact, and that contextual presentation is an important factor when asking for someone’s email.
