Marika Mckissick

Before launching the customer marketing program, The Salvation Army was only budgeting and marketing toward soliciting donations. After several months of research and final approval, I developed a cohesive marketing program that leveraged micro-influencers, social media, and digital marketing to increase brand awareness, sales, and repeat customers, which increased annual revenue.

After several years of relying solely on email marketing and 80% of email lists going to spam, the organization knew it needed to make a change. As a result, my team and I worked to migrate from internal CRM to Salesforce as the new CRM and email platform and integrated the new donor platform, Classy. Upon migration to Salesforce, I developed a new email acquisition campaign using Facebook. I redesigned the email marketing program to retain new donors and re-engaged existing donors through personalization and dynamic data that increased retention, revenue, and click-through rates.

Historically, our client has always used their print magazine to inform digital content. However, we executed a digital-first strategy to improve SEO, brand authority, and user experience. Using this strategy, we leveraged digital insights, user data, and historical data to inform the content that would provide more value to our audiences and improve SEO and ranking.

Developed The College of Southern Maryland's 1st-ever social media strategy and adopted digital marketing into their marketing strategy to better acquire and retain students. As a result, enrollment increased the following year by 20%, and the college was able to have an omnichannel marketing strategy that represented the entire customer journey.