EB-5 Explained
I played a key role in driving a highly successful digital marketing campaign for the EB-5 Explained webinar series at BAI Capital, which aimed to engage a previously untapped market of international students and work visa holders seeking permanent U.S. immigration options. By simplifying the complex EB-5 investment process, we were able to connect with potential investors, guide them through the legalities, and highlight the advantages of our real estate investment project.
The series surpassed attendance goals by 40%, leading to the successful conversion of five high-value investors, each committing $1 million. As a result, this initiative became one of the most impactful marketing campaigns of the year, with plans to expand the webinar series to new international markets, including Vietnam, Mexico, and Chile.
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retrace the journey
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webinar strategy
planning doc
Led the development and execution of the overall webinar strategy, from identifying the target audience to defining the content structure. Collaborating with immigration attorneys, I ensured the topics covered were both relevant and informative, offering clarity on the investment process, legal requirements, and the benefits of the EB-5 program.
agenda
paid social campaign
target audience
Once the strategy was in place, I took the lead on driving attendance by launching paid media campaigns to raise awareness about the webinar series. I carefully researched geolocations and interest-based targeting, focusing on areas with high concentrations of international students and professionals who may be interested in investment-based immigration options.
Wrote compelling, concise ad copy that spoke directly to the pain points of our target audience, highlighting the opportunity to secure U.S. residency through an investment. I also ran multiple A/B tests on different ad versions to refine messaging and increase ad performance.
In collaboration with the design team, I oversaw the creation of visually engaging ad creatives that resonated with our audience. These ads were strategically placed across social media platforms, including Facebook, Instagram, and LinkedIn, with the goal of generating leads and converting them into webinar registrants.
ad creative
post ad
story ad
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copy and design brief
email campaign
Another crucial aspect of the campaign was re-engaging our existing CRM database. I designed and executed a comprehensive email marketing strategy aimed at re-activating cold leads and nurturing them toward conversion.
By segmenting the email list based on previous interactions and engagement, I crafted a tailored sequence of emails that highlighted the benefits of the EB-5 program and the value of attending the webinar series. Used persuasive copy to guide recipients through the various stages of the decision-making process, from initial interest to final registration.
Each email was carefully timed and sent at strategic intervals, ensuring that the messaging remained top of mind for potential attendees. Worked closely with the design team to create visually appealing emails that matched our branding, ensuring a cohesive user experience. The email campaigns played a key role in driving high-quality registrations, with a strong emphasis on clear calls to action.
goal-setting and planning
scheduling email sequence
final email designs
copywriting
In parallel with the email and paid campaigns, I contributed to the creation of a dedicated landing page for the webinar series. I collaborated closely with the web development team to ensure the page was optimized for conversion, writing clear, persuasive copy that emphasized the unique benefits of attending the webinar, such as gaining access to legal experts and learning how to navigate the EB-5 application process.
I worked through multiple iterations of the layout, ensuring that the page was both visually appealing and easy to navigate, with a clear and prominent call to action for users to register. Throughout this process, I continuously provided feedback to the development team, ensuring the page aligned with our broader marketing goals and delivered an optimal user experience.
top fold: banner
sign-up form
event information
webinar overview
landing page
additional details
webinar presentation
Developed the presentation materials, focusing on presenting the EB-5 program as a high-value investment opportunity. As the host, I facilitated each session, moderating discussions, responding to live questions, and guiding the conversation to ensure a smooth, engaging experience for attendees.
performance analysis
Throughout the webinar series, I tracked performance metrics, analyzed attendee engagement, and used that data to refine the approach. I compiled a comprehensive report on the campaign’s performance and presented it at our year-end meeting, showcasing the impact of the strategy and insights.