EndPoint LinkedIn Campaign

This deck was built for Endpoint Clinical in the Interactive Marketing class at SDSU, taught by Isa Grimes (Chief Marketing Officer at Endpoint Clinical). Phase 1 had already run. The group's job was to plan Phase 2A and 2B: how to take the people who engaged with Phase 1 ads and move them toward a qualified lead or a booked call.

The deck defines goals per phase, the audience strategy (retargeting first, then lookalike expansion), creative formats for each phase, KPI targets, phase-level metrics tables, kill/scale rules, and two experiment hypotheses covering audience and creative format.

This project came from the same Interactive Marketing class at SDSU, same group, same professor. But it was different from the L'Oréal and Franklin Templeton decks because the work was for a real company, not a class scenario.

Isa Grimes, Chief Marketing Officer at Endpoint Clinical, taught the class. Phase 1 was a real campaign the company had already run. Planning Phase 2 meant working with real prior data and real stakes, even inside a classroom setting.

• Ad 2 in the deck, 'Elosity: The Bottleneck Breaker', is a video I made entirely on my own. I had zero video production experience before this. The video has its own project page in this portfolio.
• I also helped with Ad 1, the carousel statistics concept, as a supporting contributor.
• The rest of the deck was a group effort.

This was my first real taste of working on something marketing-related from a professional standpoint. It gave me a sample of what to expect.

Each phase has a single job. Phase 2A converts awareness into leads. Phase 2B moves those leads to a decision.

• Phase 2A goal: generate qualified leads from users who engaged in Phase 1; support KPIs: CTR (click-through rate) and engagement rate; format: retargeting via carousel ad.
• Phase 2B goal: drive deeper interest and education via CTA (call to action); support KPIs: conversions and ROAS (return on ad spend); decrease CPC (cost per click); format: retargeting via video.
• Plan objective: increase CTR above 0.40%, achieve engagement rate of at least 1.10%, and lower CPC while gaining conversions.

1. Audience Strategy

Retarget people who interacted with Phase 1 ads (clicked and engaged). Segment by job function and seniority (clinical operations, pharmaceutical executives, decision makers). Expand later using lookalikes, ABM (account-based marketing) segments, and VIP lists.

2. Overview of Plan (Phase 2A and 2B)

Objective: retarget and convert engaged audiences from Phase 1 into qualified leads and move them down the pipeline. Start with retargeting, then expand to lookalikes and VIP lists. Creative: carousel in Phase 2A to communicate statistics and push to a lead generation form; short-form video in Phase 2B to tell a visual story and drive conversion.

3. KPIs (Key Performance Indicators)

KPIs: CTR (click-through rate), engagement rate, CPC (cost per click), cost per conversion, and ROAS (return on ad spend).

4. Phase Metrics Tables (included in the deck)

• Phase 1 metrics table (spend, impressions, clicks, engagement, conversions, CTR, engagement rate, CPC, cost per conversion).
• Phase 2A metrics table (same fields).
• Phase 2B metrics table (same fields).

5. Creative Concepts

• Ad 1: Carousel Statistics (retargeting and conversion focus).
• Ad 2: ‘Elosity: The Bottleneck Breaker’ (video concept slide).

6. Kill/Scale Rules

• Phase 1 kill/scale rules based on CTR (click-through rate), engagement rate, and CPC (cost per click).
• Phase 2A and 2B kill/scale rules based on spend, engagement, engagement rate, CTR changes, CPC thresholds, and conversions per week.

7. Experiments

• Audience experiment hypothesis + success metrics: CTR (click-through rate) primary, ROAS (return on ad spend) secondary.
• Creative/format experiment hypothesis + success metrics: CVR (conversion rate) primary, engagement rate secondary.