In today’s evolving job market, many women—especially mothers and mid-career professionals—struggle to reenter or transition within their careers. ReWork Academy was created to bridge this gap, providing personalized mentorship, career resources, and a supportive community for women over 40 and those returning to the workforce.
To successfully introduce ReWork Academy to its target audience and build engagement before its official launch, I developed a Pre-Launch Organic Instagram Growth Strategy and Launch & Paid Social Growth Campaign Strategy. These two complementary marketing approaches helped establish brand awareness, foster community engagement, and drive lead generation.
ReWork Academy – Instagram Launch
🚀 The Challenge: How can an emerging service build awareness & engagement on Instagram before launch?
ReWork Academy needed to increase brand awareness and anticipation before its website launch. However, without a website or direct service purchase link, the marketing approach had to focus on community-building and credibility rather than conversions.
The key challenges included:
✔ Building brand narrative and recognition without a transactional website
✔ Developing an Instagram content strategy that resonates with the target audience
✔ Encouraging engagement & anticipation for a future website and product launch
✔ Building brand narrative and recognition without a transactional website
✔ Developing an Instagram content strategy that resonates with the target audience
✔ Encouraging engagement & anticipation for a future website and product launch
My Role & Key Deliverables
I developed and executed an Instagram-focused organic marketing strategy to position ReWork Academy as a trusted career reinvention platform.
✔ Competitive Analysis – Assessed similar platforms to refine ReWork’s unique value proposition and establish a unique brand identity to position it effectively in the market.
✔ Brand & Content Strategy – Created a narrative-driven content framework to establish ReWork Academy as an authority in career reinvention.
✔ Branding & Positioning – Defined UVP, tone, visuals, emotions, and design guidelines to differentiate from competitors and create a strong, cohesive brand identity.
✔ Social Media Growth & Engagement – Developed a mix of motivational, educational, and promotional contentalongside community engagement tactics to foster trust and interaction.
✔ Performance Analysis & Optimization – Monitored KPIs, identified top-performing content, and refined strategy for improved engagement.The Results & Key Takeaways
🎯 Successfully differentiated ReWork Academy from competitors by crafting UVP and strong brand positioning, making the platform more relevant and appealing to its target audience.
📈 Built a strong, recognizable brand identity that resonated with target.
🔥 Established a content framework and engagement strategy that laid the foundation for a future paid marketing campaign and continued organic growth.
🚀 Created a scalable organic strategy that can be leveraged for long-term brand awareness and user acquisition efforts.
🔄 Optimized strategy based on performance insights, refining content and engagement tactics to sustain growth and maximize long-term impact.By crafting a strong brand narrative and fostering community engagement, I helped lay the foundation for audience trust and long-term growth before the service was launched.
👉 Curious about the full Organic Strategy? View now!
Launch & Paid Social Growth Campaign Strategy
🚀 How can a multi-stage paid marketing strategy drive awareness & early sign-ups for a new platform?
To build excitement and drive early sign-ups for its launch, ReWork Academy needed a strategic approach to reach and engage its target audience. I pitched a multi-phase marketing strategy, leveraging a structured lead magnet campaign to capture emails, nurture engagement, and establish trust before the platform’s official launch.
The Challenge: Driving Sign-Ups & Awareness
The key challenges included:
✔ Building awareness and credibility for a newly introduced platform
✔ Optimizing a limited budget to maximize reach and conversions
✔ Generating leads via a free career reinvention guide
✔ Building awareness and credibility for a newly introduced platform
✔ Optimizing a limited budget to maximize reach and conversions
✔ Generating leads via a free career reinvention guide
My Role & Key Deliverables
I developed a full-funnel paid marketing strategy focused on awareness, engagement, and lead generation.
✔ Launch Positioning & Strategy – Designed a structured campaign for awareness, consideration, and conversion
✔ Lead Magnet & Email Capture – Created a “Free Career Reinvention Guide” incentive to drive sign-ups
✔ Paid Ad Strategy & Execution – Developed Meta Ads (Facebook & Instagram) for audience targeting
✔ Retargeting & Follow-Up Emails – Created a multi-touchpoint conversion journey
✔ Lead Magnet & Email Capture – Created a “Free Career Reinvention Guide” incentive to drive sign-ups
✔ Paid Ad Strategy & Execution – Developed Meta Ads (Facebook & Instagram) for audience targeting
✔ Retargeting & Follow-Up Emails – Created a multi-touchpoint conversion journey
The Results & Key Takeaways (Pre-Launch Stage)
At this stage, I was successful to building a solid foundation for a high-performing campaign, showing the ability to develop a well-structured strategy, craft compelling assets, and ensure execution readiness.
🚀 Developed a Full-Funnel Paid Marketing Strategy to ensure a seamless user journey.
📌 Created High-Impact Lead Magnet ensuring value-driven engagement and strong lead capture potential.
📊 Designed & Optimized Paid Ad Creatives – Developed engaging, on-brand ad creatives and messaging tailored to resonate with career-transitioning women.
🔄 Built a Retargeting & Nurturing Framework – Designed a multi-touchpoint conversion journey through follow-up emails and retargeting ads to maximize engagement and conversions.
💡 Ensured Campaign Readiness for Launch
📥 Established Performance Tracking & defined key performance indicators
👉 Want the full breakdown? Download the pitch now!
