Marketing, Events & Customer Experience Work at IDP IELTS Philippines

The Work

The Philippine marketing team officially started with just 2 cold callers and our manager. In 3 years, we grew to a team of 10 people.

My daily responsibilities included updating the website, creating, running and designing for our digital ads i.e. social media ads, SEO, EDMs, planning and strategizing more and more events, executing all promotional materials and initiatives related to events, and coordinating with the marketing team, sales teams, managers, leaders, and customers.

Digital Marketing

I created content, designed graphics and assets, published and managed digital marketing initiatives, created detailed reports for the country marketing manager and internal teams, and crafted marketing strategies.

Customer Experience & Events

Every point of interaction with customers were important in events. We started with asking the right questions. There were many questions that guided the CX strategy of each event, such as: what do we want from them, why would they come or what is it ‘in’ for them, what can we do to make them stay, and most importantly, what do we want them to do by the end of the day and how will we make them do it? These questions were the core to our event activations, talks, and the ideal event flow.

I planned each step in all nationwide events (from the theme up to where the banners should be placed), flew to different parts of the country, coordinated with suppliers, opened banners, created the registration pages, managed all event promotions, created reports and strategized for succeeding events during my time with IDP.

View complete event archive here.

Digital & Printed Promotional Materials

I also designed some of our digital and printed promotional materials, especially at the time we didn’t have a graphic designer yet.

I also manage procurement for any printed materials e.g. looking for suppliers, providing suppliers any necessary designs, and coordinating logistics; and managed its logs.

Lead & Market Research for Clients

As acting head of company events at IDP Philippines, part of the responsibility was to brief the clients on the quality and background of the company leads.

This is a sample screenshot of a pamphlet that I handed out to clients pre-event which contains how I analyzed and presented the numbers that would be of importance to clients.

These pamphlets come and are supported by company-owned presentation decks per event, which I also create pre and post each event. The decks include data analysis of the Philippine market varying on time.

Budget & Expense Analysis for Lead Generation Strategy

This is a screen shot of the overall Events tracker that I developed for my company (IDP Education Limited, Philippines), with the numbers blurred out. 

I and my Manager used this tracker to analyze and compare budgets, leads and event attendees from fiscal year to fiscal year; and to better strategize succeeding timelines.