Case Study: Tech Girl Summer Campaign
for Flatiron School

Client: Flatiron School, a coding bootcamp offering programs in software engineering, data science, UX/UI design, and more.

Campaign: Tech Girl Summer

Role: Campaign Creator and Manager

Objective: To increase awareness and applications for Flatiron School’s programs through the Women Take Tech Scholarship, targeting women aged 25-35 interested in transitioning into tech careers.

Duration: July 22nd – September 22nd, 2021

Budget: $52,000

Campaign Overview:

In the summer of 2021, I led the creation and execution of the “Tech Girl Summer” campaign for Flatiron School. The goal was to recruit women to apply for our tech programs by leveraging influencer marketing to create engaging, authentic content. The campaign was rolled out in two phases, employing a strategic mix of influencer partnerships and digital marketing.

Phase One: Influencer Partnerships

Strategy: I recruited 8 influencers with significant reach and relevance to our target audience. This diverse group included media personalities, Flatiron School alumni, and tech influencers, chosen for their credibility and engagement in the tech community.

Notable Influencers:

  • Lauren Zima: Media personality who shared the campaign on Instagram.

  • The Lady Gang: A popular Instagram account that shared posts about the campaign.

  • Asia Hall: Founder of Neon Cowboys, a tech fashion brand, featured on Instagram.

  • Vicky’s Daily Stand Up: Flatiron alum with a presence on YouTube, TikTok, and Instagram.

  • Linda Vivah: Flatiron alum active on Instagram and TikTok.

  • The Black Female Engineer: Flatiron alum with a significant following on YouTube.

  • Janine Luk: Flatiron alum with an influence on Instagram, TikTok, and Twitter.

Execution: Each influencer was provided with a detailed welcome packet and onboarding process that I developed from scratch. This included:

  • Posting guidelines in compliance with FTC regulations.

  • Hashtags to use, accounts to tag, and a specific CTA.

  • Content calendars and review processes involving our internal marketing team and legal department.

  • Brand imagery and inspiration developed in collaboration with the creative team.

Results:

  • Content Output: 49 influencer social posts across Instagram, TikTok, and YouTube.

  • Engagement: Posts received a 2.6% engagement rate compared to the typical 1.6% on non-campaign posts.

  • Applications: 23 applications and 21 scheduled interviews from Phase One.

Phase Two: Expanding Reach

Strategy: For the second phase in August, we aimed to expand our reach by targeting additional influencers and platforms to maintain campaign momentum.

Additional Influencers Included:

  1. Girl Boss: Instagram account engagement.

  2. Baddies in Tech: High-performing Instagram account.

  3. ItsThatLady.dev: Black female tech influencer.

  4. Sam Z. Codes: Black female tech influencer.

  5. Tech Unicorn: Female tech influencer.

  6. Maya Loves Code: Black female tech influencer.

Overall Campaign Impact

Key Metrics:

  • Influencer Posts: 16 influencers/brand ambassadors produced 49 social posts, contributing to 250,000+ impressions across Instagram, TikTok, and YouTube.

  • Web Traffic: Campaign generated 2,618 website visits.

  • Engagement: Posts received a 2.6% engagement rate compared to the typical 1.6% on non-campaign posts.

  • Top Performers: Baddies in Tech drove 309 website clicks and 23 applications.

  • Applications: 168 qualified applications, translating to an estimated $202,800 in potential revenue (4x campaign investment).

  • School Enrollment: 5 completed applications (By the time I left the company)

  • Paid Social Cost Per Acquisition (CPA): $223, the lowest CPA of all Facebook campaigns running concurrently.

  • Lead to Application Rate: 70%, far exceeding the usual 20%.

Additional Wins:

  • Event Success: Hosted a successful panel event with four influencers, drawing significant audience engagement.

  • Social Growth: Organic social audience grew by 19% during the campaign.

  • Email Campaigns: 6 Flatiron emails, 4 influencer email blasts, resulting in a significant increase in applications.

Conclusion

The Tech Girl Summer campaign was a comprehensive influencer marketing initiative that successfully amplified Flatiron School’s brand and drove measurable results. By carefully selecting influencers aligned with our target demographic, developing a structured onboarding process, and maintaining rigorous oversight on content and compliance, the campaign achieved a high ROI and set a precedent for future influencer programs at Flatiron School.

This case study showcases my ability to strategize, execute, and optimize complex marketing campaigns. My experience managing influencer relationships, coordinating multi-channel marketing efforts, and delivering measurable business outcomes makes me well-suited for a leadership role in influencer marketing.