Cynthia Ndakola
Junior Digital Marketing Specialist
Multi-channel marketing · Case study

Inclusive Tomorrow · Spring Multi-Channel Campaign

Driving Inclusive Change Across Channels

A multi-channel marketing campaign concept for Inclusive Tomorrow, focused on driving raffle ticket sales while promoting inclusive change. This project connects social media, podcasts, influencers, email, and display ads into one aligned funnel from awareness to conversion.

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Contents

Overview of the main sections covered in this campaign reflection.

Structure
Overview of case study sections
  • Campaign introduction and context
  • My role and campaign objectives
  • Approach and funnel strategy
  • Roadblocks, challenges, and solutions
  • Key deliverables
  • Key insights and learnings
  • Top takeaways and next steps
Campaign introduction

Understanding the spring campaign and what it set out to achieve.

Overview

Inclusive Tomorrow spring campaign

This project was a multi-channel marketing campaign for Inclusive Tomorrow, a non-profit focused on inclusive change. The specific goal of the spring campaign was to increase raffle ticket sales while keeping the organisation’s mission front and centre.

The campaign used several channels — social media, podcast guest spots, influencer collaborations, email, and display ads — all coordinated to support the same message and call to action.

Campaign goal

  • Drive raffle ticket sales to support Inclusive Tomorrow’s projects.
  • Promote the organisation’s broader mission of inclusive change.
  • Test a structured, funnel-based approach across multiple channels.
My role & campaign objectives

What I was responsible for and how success was defined.

Ownership

Role: Junior Digital Marketer

  • Build the multi-channel campaign strategy.
  • Develop content and CTA plans per channel.
  • Support creative briefs and analytics tracking.

Campaign objectives

  • Increase awareness and engagement across chosen channels.
  • Drive conversions through cohesive storytelling.
  • Ensure clear measurement through defined KPIs.
Example social media post promoting One Health Healthy Living webinar
Approach & funnel strategy

How the campaign structure guided audiences from awareness to conversion.

Strategy
Overview of case study sections
  • Designed a funnel-based structure: Awareness → Engagement → Conversion.
  • Used storytelling to connect with audiences emotionally while keeping the raffle and mission visible.
  • Reinforced consistent CTAs across channels to direct people to the same destination.
  • Partnered with the product team to reintegrate Google tracking so performance could be measured.
Roadblocks, challenges & solutions

What did not go smoothly and how I responded.

Problem-solving
  • Tracking complexity: Integrating and tracking cross-channel data proved difficult.
  • Technical delays: Reintegrating Google tracking was delayed due to a developer handover.
  • Solution: Conducted research into tracking options and collaborated proactively with the new developer to clarify requirements and timelines.
  • Lesson learned: Align on technical needs and tracking requirements early in the process.
Key deliverables

The core documents that structured and supported the campaign.

Outputs

Deliverable 1: Campaign strategy document

  • Outlined goals, target audiences, funnel stages, and key messages.
  • Defined KPIs and success metrics per channel.
  • Mapped awareness, engagement, and conversion tactics.
  • Served as the master guide for the entire campaign.

Deliverable 2: Communication & CTA matrix

  • Mapped messaging by funnel stage and channel.
  • Ensured tone and visuals aligned with Inclusive Tomorrow’s values.
  • Defined clear CTAs per platform.
  • Example CTA: “Learn more and get your ticket at inclusivetomorrow.org”.

Deliverable 3: Creative brief for product team

  • Explained the need to reintegrate Google tracking for the spring campaign.
  • Clarified goals, KPIs, and data collection requirements.
  • Provided context for the new developer after a team change.
  • Ensured accurate performance tracking and reporting.

Deliverable 4: Campaign reflection report

  • Evaluated campaign process, results, and decision-making.
  • Identified lessons learned and future improvements.
  • Highlighted the benefits of cross-team collaboration.
  • Served as a learning tool for upcoming campaigns.
Key insights & learnings

What this campaign taught me about multi-channel marketing.

Insights
Insight 1 Cohesive messaging across channels builds stronger brand impact.
Insight 2 Reliable data tracking is essential for optimisation and reporting.
Insight 3 Collaboration tools and clear communication streamline teamwork.
Insight 4 Informed decisions come from testing, feedback, and iteration.
Top takeaways & next steps

How I plan to build on this experience in future campaigns.

Next steps

Top lessons

  • Channel alignment builds stronger trust and clearer storytelling.
  • Clear KPIs make impact measurable and easier to communicate.
  • Early collaboration with technical teams leads to smoother execution.

Next steps

  • Explore A/B testing and marketing automation tools.
  • Deepen analytics and reporting skills for future campaigns.
reflection

Interested in similar work for your organisation? Get in touch.

Next steps

This reflection is part of my broader portfolio of digital marketing and campaign projects. If you would like to discuss how a similar funnel-based, multi-channel approach could support your organisation, feel free to reach out via the contact section on the main site.

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