Strategic Marketing & Brand · SIAM
Designing an Evergreen Membership Growth Campaign
I created an evergreen integrated marketing campaign designed to position SIAM as the premier resource for launching careers in applied mathematics and computational science, connecting students and early-career professionals with industry opportunities while supporting long-term membership growth.
Challenge
Many students pursuing mathematics are unaware of the breadth of industry career opportunities or how professional organizations like SIAM can accelerate their careers. The campaign needed to:
- Increase awareness
- Strengthen SIAM’s value proposition
- Drive membership consideration
- Create evergreen content supporting recruitment throughout the year
My role
Developed the campaign strategy, messaging framework, content pillars, editorial calendar, and promotional roadmap.
Strategy
Built messaging around one central idea:
Math Careers Start Here.
Developed supporting themes around:
- Career pathways
- Industry relevance
- Skill development
- Community
- Membership value
Created a phased campaign moving audiences from awareness through conversion.
Execution
Produced:
- Campaign messaging
- Value proposition
- Content pillars
- Editorial roadmap
- Monthly activation plan
- Landing page recommendations
- Webinar concepts
- Video ideas
- Social themes
- Membership integration
Results
Created a reusable campaign framework supporting student recruitment, career engagement, and membership growth across multiple channels.
Why it matters
This project highlights my approach to audience-first content strategy, transforming a membership objective into an evergreen campaign that connects career aspirations with organizational value.