Building a consistent campaign system for Optum Continuing Education
Partnered with the Continuing Education Program manager to create a consistent multi-channel webinar campaign that increased attendance by 30% in one year.
+30%
Attendance growth
30 days to post-event
Campaign cadence
Web + email + social
Channels
Challenge
Working with the Continuing Education Program manager, I created a campaign system to advertise each course throughout the year across social media, the website, and email.
Each course needed fresh imagery and relevant details, but the larger system also needed to stay recognizable so repeat users could immediately identify Optum Continuing Education content.
- Support recurring webinar promotion without reinventing the process every month.
- Keep branding and layout consistent across multiple channels.
- Make registration, reminders, and follow-up communication feel coordinated from start to finish.
30 Days Before the Event
The campaign opened with broad awareness materials designed to introduce the upcoming course and drive early registration.
This phase included social promotion, a homepage carousel placement, a course listing on the education page, the registration page, and the initial confirmation email for registrants.
- Social promotion to create early visibility.
- Homepage carousel placement for site-wide reach.
- Education-page placement to support browsing behavior.
- Registration flow and confirmation email to capture and reassure attendees.
2 Weeks Before the Event
Mid-campaign promotion reinforced the event without changing the system. The structure stayed familiar while the timing and message shifted toward active consideration.
That consistency made the content easier to recognize and reduced friction for repeat participants moving from awareness to registration.
- Refreshed social promotion timed to the mid-campaign window.
- Maintained a consistent layout system for recognition and efficiency.
Day Before the Event
The day-before touchpoints focused on urgency and attendance. Messaging shifted from general promotion to action-oriented reminders.
This stage included a final social post, a weekly webinar email, and a last-chance registration message for those who had not yet committed.
- Final social reminder.
- This week's webinar email.
- Last-chance registration email.
Day of Event
Day-of materials helped connect registrants to the live experience and keep the event environment aligned with the rest of the campaign.
The system extended into the event console and a same-day webinar reminder email so the final touchpoints felt like part of the same coordinated experience.
- Branded event console support.
- Day-of webinar reminder email.
Day After the Event
Follow-up communication closed the loop for both attendees and no-shows while extending the value of the event through on-demand access.
This phase included social promotion, the webinar on-demand page, a 'sorry we missed you' email, and a thank-you email for attendees.
- Post-event social promotion.
- On-demand webinar page support.
- No-show follow-up email.
- Thank-you email for attendees.
Outcome
The strongest result was not a single asset, but the campaign system itself. A consistent structure made it easier to plan, produce, and launch each course promotion throughout the year.
Consistent communication and design helped increase webinar attendance by 30% in one year while making the program easier for repeat users to recognize and engage with.