MissionMed Growth Strategy

MissionMed is a company that helps hundreds of aspiring medical students each year on their journey into medical school, from the application process to the UCAT and interview. Basically, they hope to be a community-driven space which provides high-touch, continuous mentoring for students that seek entry into medicine and be the first name that comes to mind!

Although they had built a robust reputation, it was mostly through word-of-mouth and in-person events. I was tasked with building an online presence and brand awareness and nurture leads and conversions as a result.

I focused on:

Developing growth strategies to increase brand awareness
Creating persuasive social media content on TikTok, Instagram (@missionmedaus) and WeChat to increase engagement and CTRs
Designing targeted email marketing campaigns to nurture leads and build relationships with potential customers (evaluated using A/B testing)
Tracking and analysing data from marketing initiatives to measure campaign effectiveness and optimise future content strategies

My Comprehensive Marketing Plan

Duration

3 months

Team

Role

Content designer, growth strategist

Tools

Canva, Capcut, Klaviyo, Loomly

UCAT Mock Centre Campaign

I planned and executed a marketing campaign for the launch of a new product: intensive simulated UCAT exams. These were unique mock exams designed in-house to mimic the challenging UCAT medical school entrance exams. With a short window (June only), maximising sales and awareness was crucial.

Action: Multi-Channel Marketing Approach:

Email Marketing: Segmented email blasts via Klaviyo targeted both students and parents (4 emails total).
Social Media Marketing: Paid ads and organic content creation (stills and videos) on Instagram and TikTok highlighting product benefits (8 posts).
WeChat & SMS Marketing: Collaboration with Zhang's HSC tutoring expanded reach to parents, with translated content and synchronised Instagram posts (WeChat post & SMS).

Monitoring Progress & Measuring Success:

I monitored progress by setting smaller, time-bound objectives leading up to June: 50 total purchases (25 by the second week, 40 by the last week).

The campaign exceeded expectations:

75 purchases: 50% above target, generating $7,500 in revenue.
Collaboration Impact: Partnership with Zhang's HSC tutoring significantly boosted sales.
Email Marketing Success: Averaged 80% open rate and 10% click-through rate.

This experience showcased my ability to plan and execute multi-channel marketing campaigns, collaborate with partners, strategic discount pricing models and effectively monitor progress for successful outcomes.

UCAT Competition

I planned and executed a marketing campaign for MissionMed's first-ever head-to-head UCAT competition, in preparation for the upcoming UCAT exam.

Action: Multi-Channel Marketing Approach:

Branding: I came up with several names, ultimately landing on "UCAThlon." It was memorable, punny, and worked well with the competitive format.
Social Media Marketing: Paid ads and organic content creation (stills and videos) on Instagram and TikTok were increased leading up to the event.
Facebook Groups, Discord Channel: This proved effective for more personable outreach, targeting specific UCAT-related Facebook groups and Discord channels where our primary target audience was located.

Monitoring Progress & Measuring Success:

I monitored progress by setting smaller, time-bound objectives leading up to the event: 30 total purchases (10 by two weeks prior, 20 by a week prior).

We achieved 51 sign-ups for the event, exceeding our expectations (especially as it was our first time hosting a competitive event).