This non-profit organization is a multifaceted pillar in tourism and wildlife conservation on the Gulf Coast. Opened in 1986, Moody Gardens uses nature to educate and excite visitors about conservation for animals and nature. It is home to notable local landmarks such as an indoor Rainforest and Aquarium, Texas’ Largest 3D Screen, a public Golf Course, Hotel and Convention Center.
Moody Gardens
Objective
Plan and execute successful digital marketing campaigns with a focus on improving tracking methods and accountability of digital ads, social media content and brand awareness.
Timeline
March 2017 – July 2018
Industry Focus
Marketing
Position
Digital Marketing Coordinator
Website
moodygardens.com
Digital Marketing Analytics
My largest contribution as Digital Marketing Coordinator was to implement and deliver trackable results of Digital Marketing efforts. Analytics were processed through Google Analytics using GA Tags across the Moody Gardens website, e-commerce pages and referral links used on display ads, e-mail newsletters and social media postings.
Reflection
The return from digital marketing campaigns all resulted with increased success over 2016. The data collected from being able to track customer behavior allowed the marketing department to make smarter advertisement buys and strategize future campaigns more effectively.
113
Yearly Increase in Online Sales
2,345,815
Website Views in 2017
1.97
Conversion Rate for 2017
25
Open Rate via E-Mail
Social Media
Social Media played a large role in my responsibilities for promotional and conservation messaging. Moody Gardens caters it’s postings to a dominantly female audience, as well as conservation-related scientists and activists. The primary platforms used by Moody Gardens remain to be Facebook, Twitter and Instagram.
147,872
Followers
41,046,043
Impressions in 2017
1,479
Social Media Postings in 2017
137,684
Post Engagements in 2017
Project Samples
The selected works below are a sample of the types of projects I was able to work on under direction of the Marketing Department at Moody Gardens. Don’t hesitate to reach out if you want to know more about what you see!
