During my internship at The Namaste Project (TNP Wellness), a non-profit organization offering wellness programs for adults and students, I worked closely with CEO Danielle Brunson and Marketing Director Ren Thomas to enhance marketing strategies and build client relationships. Despite being a small startup with around 20 employees, TNP Wellness’s mission to support mental wellness among corporate professionals and educators was inspiring.
Social Media Management: Crafting Engaging Content
My first task was to manage TNP’s social media channels. To get started, I studied existing content and created a Pinterest board with mental wellness infographics for inspiration. Our posts included information on self-regulation, mental wellness holidays, and staff highlights. I made sure to incorporate calls-to-action (CTAs) to drive website traffic and newsletter sign-ups.
I streamlined content creation every two weeks, coordinating with my supervisors to refine graphics and messaging. We used social media to announce sales and upcoming conventions, helping build a connection with our audience. Though social media wasn’t our primary focus, it played a key role in our marketing strategy.
LinkedIn Sales Navigator: Expanding Our Reach
To diversify our marketing efforts, we implemented LinkedIn Sales Navigator to connect with corporate professionals and educators. My role included audience segmentation, crafting tailored messages, and managing responses. We targeted HR Directors, Wellness Coordinators, and Superintendents, using an AI tool to send personalized LinkedIn messages.
This strategy involved two waves of outreach and resulted in over 500 leads, many of which were warm leads. This experience demonstrated the effectiveness of personalized messaging in client engagement.
Email Marketing Optimization: Enhancing User Experience
I revamped our email newsletters using ConvertKit, focusing on a user-friendly design compatible with both mobile and desktop. Our biweekly “Mindful Mondays” newsletters featured top announcements, mental wellness information, and links to our website and socials. This strategy led to an average open rate of 50% and a 7-10% link click rate.
I also set up targeted email sequences for subscribers collected at conventions, nurturing them through our funnel with personalized messaging. Using HubSpot, I tracked engagement to optimize future campaigns.
Blog Content and SEO: Driving Organic Traffic
To boost SEO, I wrote blog posts on mental wellness topics and incorporated relevant keywords. Cross-promoting these posts on social media helped increase organic website clicks. Analyzing HubSpot data revealed that blogs and emails were our most successful channels, highlighting the importance of content marketing.
Expanding into TikTok and Pinterest
To diversify our reach, I proposed using TikTok and Pinterest. On Pinterest, I created pins based on mental wellness techniques, while TikTok content focused on casual storytelling, informational posts, and interactive Q&As. This project aimed to appeal to a younger audience and broaden our brand’s presence.
Key Learnings from My Internship Experience
Throughout my time at TNP Wellness, I gained invaluable insights into digital marketing and client engagement. Here are my top takeaways:
- The Importance of Adaptability: Working in a dynamic marketing environment taught me to be adaptable, embracing new tools like LinkedIn Sales Navigator and TikTok to stay ahead in a constantly evolving landscape.
- Effective Communication: Crafting tailored messaging across different channels was crucial for connecting with diverse audiences, whether through LinkedIn outreach, social media captions, or email sequences.
- Continuous Improvement: Regularly evaluating marketing performance using HubSpot helped us refine our strategies and focus on what worked best, ensuring sustained growth and success.
My time at TNP Wellness not only honed my marketing skills but also deepened my appreciation for client engagement and building meaningful relationships. Working with a passionate and collaborative team, I learned the value of a personalized approach in marketing, a lesson I will carry with me in my future endeavors.
