Alex Exum's Marketing Portfolio

Short-form Content

Study Snacks Video

350,000 combined views.

My Involvement:

• I managed the person who filmed and edited this video. I came up with the idea, gave feedback on the script and filming, and helped with editing.
• This was our first video with the goal of making an entertaining video first, with educating or advertising as a secondary objective. My hypothesis was that people are on social platforms to be entertained, and we needed to lean into that more instead of only trying to be helpful or attempting to convert people.
• We chose study snacks as our first topic because people love thinking, watching, and commenting about food. We chose study snacks that were unusual or surprising in an attempt to maximize our engagement. This video was also an opportunity to showcase some of our employees and make our brand more human and relatable.
• The result was our best performing video on that channel to date, with over 350,000 views.

Watch the video

Conversion Rate Optimization

Online Course Sales Page Redesign

Won a statistically significant A/B test ran over several months.

My Involvement:

• I was the sole copywriter, designer, and project manager on this project. I received feedback from the owner of the company and the CEO.
• We wanted to update the visuals to a more modern look, change the copy to focus more on the deepest desires of the target market, and include more modern best practices for sales page design. All of this with the goal of increasing our conversion rate in an A/B test.
• I did extensive research on our target market, which influence the new “Proven Path” headline. Our potential customers wanted to know we had been down this road with other test-takers before, and that if they followed our course they would achieve their goal. I included the “Join 6,000,000…” number to reinforce this trust.
• I worked with the dev team to code this new page, set up the A/B testing tool, and ran the test which showed a substantial increase in our conversion rate.

Email Marketing

Black Friday Long-Form Email

Highest CTR of our holiday campaign.

My Involvement:

• I wrote and sent this email as part of our BFCM promotion.
• The goal was to send a very different type of email compared to the others scheduled for our holiday campaign. We sent 4 emails over the BFCM weekend. Three emails were focused on large visuals, product benefits, and urgency. I wanted to send one email that was very different, that focused more on emotions and a story. I wrote this email to speak directly to the concerns of our target audience and to combat a common objection they had, which was that they could use free resources instead of paying for a service like ours.
• This email had the highest open rate and highest CTR of our holiday weekend.

View the email