• 300% in social media followers
  • 100% in social media engagement rate
  • 40% in website referral traffic
  • 30% in B2B customers

Whitney's role : Marketing manager

Status quo

results

  • Brand strategy
  • Content strategy
  • Social media strategy
  • Consumer campaign activation
  • B2B vendor acquisition strategy
  • The KnotWorldwide acquired
    GayWeddings in 2015
  • GayWeddings focused on B2B education
    for wedding professionals with less focus
    on a consumer brand

Credit: Love is Rad

Credit: devon john photography

LGBTQIA+

Marketing strategy

Strategy Goals

  1. Create a consumer-facing brand
    (B2C)     for engaged, same-sex
    couples
  2. Increase number of wedding
    professionals (B2B) opted in to
    LGBTQIA+ vendor marketplace
  3. Integrate LGBTQIA+-friendly B2B
    and B2C content and practices
    into The Knot Worldwide’s
    business

Credit: bethany michaela photography

consumer brand

Content + Social Media

  • Shifted focus to Instagram and
    Pinterest
  • Made content partnerships,
    held contests, a/b tests to gain
    followers
  • 40% referral traffic growth
  • Grew from 11K total followers
    to     50K in 1 year
  • 300% YOY follower growth
  • 200% YOY engagement rate
    growth

Event Activations

#WEDOLOVE

Campaign

  • One-year anniversary of National
    Marriage Equality
  • Launched re-branded logo
  • Exclusive media relations dinner
    in NYC
  • First LGBTQ Wedding Research
    Report
  • National Pride Month activations
    in target cities
  • Video submission contest
  • Meet the Newlyweds: Scalable,
    low-cost events in key cities
  • Sponsoring Pride celebrations in
    key cities

0.0s

Digital Content

  • Researched and wrote blog posts and
    social media posts to engage and
    educate wedding professionals around
    how to market to same-sex couples and
    be inclusive of all couples

In-Person Education

  • Hosted panels and educational
    presentations for upgraded
    customers to learn how to
    attract more same-sex couple
    clients

Sales Team Education

  • Engaged Sales and Customer
    Success teams with interactive
    panels, workshops and internal
    communications to equip them with
    tools to onboard more vendors for
    same-sex couples

B2B Brand: Educate Wedding pros

Credit: serena genovese

Designed with