RENE FLORES



Flourishing Oregon Conference 2024





Campaign Overview

Flourishing Oregon 2024 was an inaugural statewide initiative designed to raise awareness of community health and prosperity pathways for underserved Oregonians. The campaign ran from January to May 2024 and focused on equipping community-based leaders, entrepreneurs, and organizations to drive positive change in their communities. As Digital Marketing Manager, I led content strategy, social media execution, email marketing, ad buys, and campaign performance analysis.


Digital Marketing Strategy

Our primary goal was to drive early and sustained conference registrations through multi-channel touchpoints across social media, email, SEO, and partner outreach. I developed messaging focused on excitement and inspiration, with an urgent tone during the early bird window. The key message was equipping changemakers to lead community-driven change.


Social Media Strategy


The promotion began with organic and paid social campaigns, kicking off in February 2024. Our first wave introduced the four conference tracks: Invisible Architect, Untangle the Knot, Fix the Zip, and Level Up.

Throughout March and April, I created a content calendar highlighting speakers and sponsors through carousel posts linking directly to the landing page. In May, we transitioned to countdown and reminder posts leading up to the event.


Email Strategy


Alongside social media, I designed, wrote, and scheduled weekly emails through MailChimp to Rockwood Community Development Corporation and Community Development Corporation of Oregon subscriber lists. Tactics Included:

  • Weekly speaker or session highlights
  • Early bird discount promotions
  • Reminder sequences (1 week out, 3 days out, last call, event day)
  • Direct outreach to partner organizations with downloadable PDFs for print promotion

SEO and Web Visibility



To enhance discoverability, I created Flourishing Oregon campaign posts on Rockwood CDC’s and CDCO’s Google Business Profiles. These posts spotlighted speakers, sessions, and sponsors—driving additional traffic to the registration page.


Pricing Strategy

Used RegFox to set a flexible pricing structure tailored to the needs of diverse community stakeholders, including general admission, discounted options for smaller organizations, and strategic time-based promotions. The campaign included an early bird discount, targeted outreach discounts, and a final flash sale to boost last-minute registrations.


Results


  • 200+ attendees
  • Surpassed fundraising goals to support future community programming
  • 40% average email open and click-through rates
  • 90% of email clicks are directed to the registration page
  • The social audience grew by 50+ new followers
  • 100% of attendees voted ‘Yes’ to return next year

Review



Savannah

Director of Advancement

5 of 5 stars


Rene is an incredible worker and visionary! Anyone would be lucky to have him on their team. He skill set is multifaceted and he's a great listerner when it comes to understanding, messaging and marketing.